The Apple group apologized Thursday after the controversy surrounding advertising for its new iPad Pro. The commercial, which showed all kinds of objects representing human creativity crushed and replaced by the tablet, angered many artists.
“The destruction of the human experience thanks to Silicon Valley”, for example reacted the British actor Hugh Grant on X, in response to the message presenting the new iPad Pro by Tim Cook, the boss of Apple.
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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“Creativity is part of our DNA at Apple, and it’s incredibly important to us to build products that allow creatives around the world to flourish,” Tor Myhren, Apple’s vice president of marketing, told the site. specialized in 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.
Distrust of generative AI
Apple did not mention generative AI during the presentation of the iPad, 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 – arouses the distrust of all artists.
Hollywood actors and screenwriters went on strike for several months, demanding in particular protections against generative AI. And many artists have filed complaints against major companies in the sector, such as OpenAI (ChatGPT), accusing them of having plundered their works to train their generative AI models.
>> Reread: Actors and writers paralyze Hollywood with historic strike
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