Apple’s iPad Pro Ad Sparks Controversy: Destruction of Art Objects Causes Backlash

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Apple recently tried to introduce the capabilities of its latest iPad Pro. But the image of destruction caused negative reactions among users. In the one-minute ad, a giant hydraulic press destroys classical art objects such as musical instruments, paints and other objects. The result after pressing is the new iPad. The company has now apologized and said it would not be airing the ad on TV as originally planned.

Some complained not only about the destruction of art from paint to a piano, but also about the destruction of a body and a wooden mannequin, as they often called it. destroy “human characteristics”. Many critics have argued that the ad actually shows how technology is killing creativity. The actor Hugh Grant even said it was “the destruction of human skills”.

Opponents, for example, suggested letting them go video back so that the objects appear to come from the new table.

“Creativity is in Apple’s DNA, and it’s extremely important to us to design products that empower creative people around the world to create,” Tor Myhren, Apple’s vice president of marketing communications, told the AdAge magazine.

“Why did Apple make an ad to crush art? Technology and artificial intelligence mean the destruction of art and society in general,” she wrote on X (formerly Twitter) actress and filmmaker Justine Bateman. She compared the ad to Hitler’s efforts to influence artists and keep them firmly under his thumb.