On Thursday, Apple apologized for its recent promotional ad for a device The new iPad Pro Which was heavily criticized on social media, among accusations that the company was pointing out the ability of technology to destroy people’s creativity.
The company’s head of marketing, Tom Myers, said in statements to the magazine Age of Ad Specializing in marketing and advertising, “Creativity is a fundamental part of Apple’s culture, and we are dedicated to developing products that empower creative people around the world of reality through iPad devices. ”
Myers admitted that the company failed to convey that view in the published advertising material, and apologized for that.
What was the story of the ad that made the technology giant apologize in this way?
Destroying human creativity
On Tuesday, Apple CEO Tim Cook posted a video clip on his platform X account showing symbols of human creativity being crushed before the iPad Pro was replaced.
The clip showed musical instruments, paint boxes, art sculptures, books, video games and other creative materials being crushed by a large hydraulic press, before the press was lifted to replace the Apple iPad Pro.
“Introducing the new iPad Pro, the thinnest and most advanced product we’ve ever created, equipped with the incredible capabilities of M4 chips,” Cook wrote in the post accompanying the video “Imagine the many ways in which this product can be used. “
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Threat of artificial intelligence
The post was subjected to a widespread criticism campaign on social media, with one fan writing, “This ad symbolizes the lack of discrimination in crushing beautiful creative tools,” while another wrote, “This ad gave me a strong sense of the need to cut back on social media. the use of technology in my life.”
The news comes at a time when concerns are growing about his ability artificial intelligence And the ability to replace the human element.
Apple’s recent announcement upset many creative people, including British actor Hugh Grant, who wrote in a post on the X platform that Apple’s announcement represents “the destruction of human knowledge”. Thanks to Silicon Valley,” he said, referring to the role of technology companies in threatening human creativity.
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According to the magazine Age of AdApple does not plan to show the ad on television channels as planned, however, the video has not been deleted from Tim Cook’s account at the time of writing this article.
