Apple had to say “sorry” after an ad for the new iPad caused a lot of anger worldwide.
- The ad showed books, musical instruments, and art being crushed by a big machine
- It was meant to show how creativity is “compressed” into the latest iPad
- But critics said it shows big tech companies like Apple are hurting creativity
- Some even said it threatens artists and their jobs from artificial intelligence (AI)
So why did this ad upset so many people? Let’s take a closer look.
The Controversial iPad Ad
Apple released a commercial advertising their new iPad. In the ad, you see:
- Books, instruments like guitars, and art supplies like paintbrushes
- A huge hydraulic press machine crushes all of these items
- The crushed objects were then reshaped into the new iPad
Apple meant to show how the creativity from books, music, and art is now “compressed” into their latest tablet device. But many people did not see it that way.
Why People Were Upset
The ad struck a nerve with lots of creative professionals and artists around the globe:
- Writers, musicians, painters, and other artists saw their crafts being destroyed
- Some took it as a symbol of how big tech hurts creativity and the arts
- There are also concerns that artificial intelligence could replace human creativity
- Actors have protested about AI being used for acting roles instead of real people
Mark Borkowski, a public relations expert, said the ad shows:
“Corporate hubris and how Apple is not connected with the anxiety of the creative community they have serviced for decades.”
In other words, Apple seemed out of touch with many artists and creatives’ fears.
Apple Admits Their Mistake
After all the backlash, Apple pulled the controversial iPad ad from all media channels. This is an unusual move for such a significant brand.
Borkowski said it was likely “very disheartening” for Apple’s leaders to make this misstep, but he thinks they will learn from it.
The company still needs to address the situation directly. However, having to retract the ad signals, they realized their message missed the mark in a big way.
Looking Ahead
Will this controversy make Apple more careful about how they portray creativity and the arts moving forward?
Some believe big tech companies need to be more aware of anxiety over AI replacing human jobs and expression. Insensitive marketing could further increase tensions.
Only time will tell if Apple and others learn from this experience. For now, the failed iPad ad has artists and creatives wondering if their concerns are being heard.ย
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Photo Credit: AI
