Advertising for the new iPad Pro, which shows all kinds of objects representing human creativity crushed and replaced by Apple’s tablet, has angered many artists. These deniers denounce the harms of artificial intelligence (AI) in their field.
Human creation destroyed and reduced to a tablet
In Apple’s advertising, a metronome, paint cans, a piano, a jukebox, a mannequin, a globe, a sculpture, cameras, books and many other objects are slowly crushed by a huge hydraulic press.
Then it rises to reveal, in place of musical instruments and other creative tools, an iPad Pro. All to the sound of the nostalgic pop song All I Ever Need is You by Sonny & Cher (“Sometimes when I’m down and all alone, all I need is you”).
“The destruction of the human experience”
“Who needs human life and everything that makes it worth living? Immerse yourself in this digital simulacrum and give us your soul. Sincerely, Apple,” said, ironically, Ed Solomon, the screenwriter ofMen in Blackon X. “The destruction of the human experience thanks to Silicon Valley,” actor Hugh Grant also reacted on X (ex-Twitter).
The British star published his message in response to that of Tim Cook, the boss of Apple, who presented the brand’s new tablets on Tuesday. “Introducing the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced. Imagine all the things it will create,” the leader said.
“Look at what’s happening around you, dude,” called out director Reed Morano, in reaction to Tim Cook’s message. “Because this shit really sucks,” added the woman who was one of the directors of the seriesThe Handmaid’s Tale.
On the social network X, an Internet user simply changed the reading direction of the advertisement. The hydraulic press opens and reveals the objects destroyed in the original version. “I think the ad would work much better if it were reversed,” comments its author.
A sensitive subject in the art world
Apple spoke very little about artificial intelligence on Tuesday and did not mention generative AI, but this technology – which makes it possible to produce all kinds of content (texts, images, videos, music, etc.) on a simple request in language current – is on the mind of all artists.
Hollywood actors and screenwriters went on strike for several months, demanding in particular protections against generative AI. And many authors and artists have filed lawsuits against major companies in the industry, like OpenAI (ChatGPT), accusing them of pilfering their works to train their generative AI models.
