Apple apologizes for controversial iPad ad and withdraws it from circulation

This article was originally published in English

CEO ManzanaTim Cook seemed delighted when he posted on his social media last Tuesday latest iPad Pro announcement under the motto “Smash!” “Meet the new iPad Pro” he wrote. “Imagine all the things it could be used for.”

But to illustrate the many creative possibilities of the new tablet, Apple decided that an iPad Pro should come out. destruction of other creative tools

. The ad shows a large metal slab destroying anything that could be used instead.

Piano, trumpets, books, equipment retro games, vinyl records, cameras… everything is sacrificed to be replaced by the thinnest iPad ever made by a tech company.

Replies to Cook’s tweet were full of criticism, leading the company to apologize through a public statement. Moreover, they decided to remove him from television.

As expected, the announcement This didn’t sit well with the art community.especially at a time when the rapid development of artificial intelligence threatens artists and workers with a new period of instability and unemployment.

Apple has been accused of ‘ignoring’ the role of big tech companies in disappearance of stable working conditions for creatives.

Accusations of plagiarism

Some X users also noted that the advertisement has strange resemblance to LG advertising from 2009

so we can’t even talk about the creative originality it supposedly glorifies.

Several celebrities also joined the online discussion. Actor Hugh grant wrote “The Destruction of Human Experience. Courtesy of Silicon Valley,” reposting Cook’s tweet.

Director Justine Bateman wrote: “Why did Apple make an ad that destroys art? Technologies and Artificial intelligence “They seek to destroy art and society as a whole.” He then referred to a New York Times article which stated The connection between authoritarianism and the decline of art.

“Creativity is in Apple’s DNA and is incredibly important to us. Develop products that empower creative people around the world.“Thor Mühren, the company’s vice president of marketing communications, told Ad Age.

“Our goal is to always celebrate the endless ways users express themselves and bring your ideas to life using iPad. “We made a mistake with this video and we are very sorry.”

He advertising failure This is a significant blow at a time when Apple is trying to revive iPad sales after the devices’ USP fell 17% compared to last year. Currently, the iPad makes up only 6% of the tech giant’s sales.