Apple causes controversy with the advertising of its new iPad then apologizes: “We missed the boat”

Apple causes controversy with the advertising of its new iPad then apologizes: “We missed the boat”
Apple causes controversy with the advertising of its new iPad then apologizes: “We missed the boat”

Apple apologized Thursday after advertising for its new iPad Pro, which shows all kinds of objects representing human creativity crushed and replaced by the tablet, angered many artists angry against artificial intelligence (AI) .

“The destruction of the human experience thanks to Silicon Valley”, for example reacted the British actor Hugh Grant on X (ex-Twitter), in response to the message presenting the new iPad Pro by Tim Cook, the boss of ‘Apple.

“Creativity is part of our DNA at Apple, and it’s incredibly important to us to build products that enable creatives around the world to flourish,” said Tor Myhren, Apple’s vice president of marketing, at specialized site Ad Age.

“Our goal is to celebrate the myriad ways people express themselves and bring their ideas to life through iPad. We missed the mark with this video and we’re sorry,” he added. The company also decided not to broadcast the ad on television, as initially planned.

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Apple spoke very little about AI 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 everyday language – is on the mind of all artists.

In Apple’s ad, a metronome, paint cans, piano, jukebox, mannequin, sculpture, cameras, books and many other objects are slowly crushed by a huge hydraulic press.

Then it rises to reveal, in their place, an iPad Pro.

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PREV the screen deserves a little polish, but nothing serious
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