Apple releasing new iPad Air and Pro on Tuesday with a commercial to introduce the iPad Pro to the world. But days later, after public responseApple released a sorry – and I'm taking the ad off the TV.
of Press! Advertisement for iPad Pro shows a mountain of familiar objects associated with creativity, such as paint, a piano, a discography, and even books, exploding under the force of a hydraulic press.
The final photo of the ad shows the thinness of the new iPad Pro, made even more apparent by the large objects that had to be pressed to make it. Apple emphasized at this event that the new tablet is its thinnest product to date, even more than that iPod nano.
Creative objects under a hydraulic press. Credit: Apple
Ad Age reports that Apple decided not to run the ad on TV.
“Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creators around the world,” said Apple VP of Marketing Tor Myhren. The age of advertising on Thursday. “Our goal is to always celebrate the myriad ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry.”
Even if some viewers understood Apple's concept, the ad sparked mixed emotions. Americus Reed II, a marketing professor at the University of Pennsylvania's Wharton School, said Associated Press that advertising came across as “technology suppressing the life of that nostalgic kind of joy (from earlier times).
The ad also drew criticism from Hollywood makers. Actor Hugh Grant CALLED her: “The destruction of the human experience. Courtesy of Silicon Valley.” Director and author Justine Bateman asked why Apple released an ad that suppresses art.
The destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
— Hugh Grant (@HackedOffHugh) May 8, 2024
Of course, the ad also raised fears that AI replaced creative jobs.
or CNET editor said it looks like “a multi-year cycle where creativity looks like it's on the verge of being replaced by AI”.
or Microsoft/LinkedIn Report from earlier this week, based on a survey of more than 30,000 people, showed that almost half are worried about AI taking their jobs. or March report analyzing five million job postings on Upwork, a freelance website, showed that AI is already affecting work.
From before ChatGPT's release in November 2022 to February of this year, writing gigs fell by 33%, translation work by 19% and customer service jobs by 16%, according to the report.
The Apple ad has one similar concept in an ad that LG released in 2008 promoting the KC910 smartphone. of LG commercial also showed a hydraulic press that pressed things like speakers and a keyboard to form a new device—in that case, a phone.
or 2018 announcement Apple released to promote an earlier version of the iPad also earned some ire online, though to a much lesser extent than this year's ad. In the 2018 ad, a child asks, “What is a computer?” while working on her iPad Pro.
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