It’s called “Crush!” the advertisement that Apple created to promote its new iPad Pro. In the video, various musical instruments, books, cameras, sculptures, film characters – and much more – are inexorably crushed by a mechanical press.
What remains of the destruction, in the end, is a very thin tablet. The idea behind the commercial is to underline how an iPad is capable of condensing the tools necessary to carry out numerous jobs in a very small space.
But the brutal pulverization of pianos, guitars, books and other objects has sparked much criticism from designers, actors and artists who see the Apple commercial as the symbol of the annihilation of their work and of the tools that have always been used to express creativity Human.
Actor Hugh Grant, for example, wrote on social media: “Here is the destruction of the human experience, courtesy of Silicon Valley.”
Creative people, in general, have associated Apple advertising with the revolution recently triggered by generative artificial intelligence, which threatens to replace many professions, starting with those that today support the cinema, music and television industries.
The growing controversy has prompted Apple to apologize and admit that it missed the mark with its iPad commercial. In summary, the Cupertino company said it was wrong.
“Creativity is in our DNA at Apple, and it’s incredibly important for us to design products that empower creatives around the world,” Tor Myhren, Apple’s vice president of marketing and communications, told AdAge.
“Our goal is always to celebrate the myriad ways users express themselves and bring their ideas to life through the iPad,” added Myhren. “We missed the mark with this video and we apologize.”
Myhren also said that Apple, contrary to plans, will no longer broadcast advertising on TV.
by Pier Luigi Pisa
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– 2024-05-10 10:11:52
