Apple’s recent advertisement unveiling their latest iPad Pro has sparked significant controversy online. The commercial, released by the technology titan, depicts a hydraulic press crushing a myriad of artistic tools used by creators and consumers throughout the years — ranging from pianos and record players to heaps of paint, books, cameras, and relics of arcade games.
What Was Apple Trying to Convey Through the Advertisement?
The aim of the ad is to showcase the capabilities of Apple’s newest tablet, which include watching TV shows, listening to music, and playing video games. It also emphasizes the slim design of the new device. Apple’s pitch for the tablet appears straightforward. However, critics have branded the ad as “tone-deaf” — with many marketing pundits noting that the execution of the campaign failed to meet expectations.
Why Did the Advertisement Face Criticism?
Regrettably, the ad comes at a time when numerous professionals, especially in the creative sectors, are apprehensive about AI tools encroaching upon their professions. In this context, the ad seems to imply that creativity is obsolete — obliterated by machinery. It suggests that the future belongs to a solitary device that will replicate what human artists produce today, albeit lacking the same zeal and fervor that tools like paintbrushes, drums, pens, and cellos embody.
However, Apple has inadvertently tarnished its own image in this instance. Critics argue that the ad portrays technology as a force that stifles creativity rather than fostering it. This critique is fueled by the apprehensions of many within the creative sectors regarding AI displacing human employment.
The advent of Generative Artificial Intelligence has stirred the ire of numerous working creatives, who perceive the technology as a means to drive down the cost of human labor and substitute it with inexpensive, unrefined AI output. Apple’s recent advertisement has exacerbated this issue.
Apple’s Apology
In a statement issued to Ad Age on Thursday, Apple offered an apology for the ad. The publication also reported that Apple no longer intends to air the commercial on television.
“Creativity is ingrained in the fabric of Apple, and it is of paramount importance to us to design products that empower creatives worldwide,” stated Tor Myhren, the company’s vice president of marketing communications, to Ad Age. “Our objective is always to celebrate the myriad of ways users express themselves and bring their ideas to fruition through the iPad. We missed the mark with this video, and we extend our apologies.”
X (Formerly Twitter) Responses
“Four decades ago, Apple unveiled the 1984 commercial as a bold proclamation against a dystopian future. Now, you embody that dystopian future. Congratulations,” remarked an X user on the ad.
“Why did @Apple produce an ad that obliterates the arts? Technology and #AI seem intent on eradicating the arts and society as a whole. This does not enhance our world. It simply enriches a select few, at the expense of all of us. ‘The love of money is the root of all evil’ 1Tim 6:10,” wrote Bateman on X.
“You’ve decimated all the creative tools and efforts of humans. Worst. Commercial. Ever,” echoed another user.
Apple’s Latest iPad Pro
Apple, headquartered in Cupertino, California, unveiled its latest iterations of iPad Pros and Airs earlier this week in an event that extolled new features for both product lines. The Pro boasts a sleeker design, a new M4 processor for enhanced processing prowess, slightly upgraded storage, and incorporates dual OLED panels for a more luminous, sharper display.