Earlier this week, Apple launched an iPad Pro commercial depicting classic devices, video games, and artistic applied sciences being smushed to smithereens by a hydraulic press. At this time, Apple has apologized, saying the advert “missed the mark.”
Initially meant to advertise the brand new, “thinnest” iPad, the business — titled “Crush” — was met with widespread criticism after CEO Tim Cook dinner shared it to Twitter on Tuesday. Many on-line commentators highlighted the irony of the advert’s harmful and depressingly homogenizing perspective, with Consequence’s personal Mary Siroky writing that it felt “tone-deaf and dystopian.”
In a response (given to Ad Age), Apple’s advertising VP Tor Myhren stated, “Creativity is in our DNA at Apple, and it’s extremely vital to us to design merchandise that empower creatives everywhere in the world. Our purpose is to at all times have a good time the myriad of the way customers categorical themselves and produce their concepts to life via iPad. We missed the mark with this video, and we’re sorry.”
You’ll be able to watch the business for your self under.
All this comes at a time of accelerating scrutiny on Apple, who’s at present the topic of an antitrust lawsuit from the Division of Justice. It additionally comes as anxieties round AI technologies are excessive, with artists like Billie Eilish, Greta Van Fleet, Pearl Jam, and extra calling for responsible AI practices. Simply this week, AI-generated images of a fictional Katy Perry attending the Met Gala went viral, and even tricked Perry’s own mom.
Meet the brand new iPad Professional: the thinnest product we’ve ever created, essentially the most superior show we’ve ever produced, with the unbelievable energy of the M4 chip. Simply think about all of the issues it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook dinner (@tim_cook) May 7, 2024