Apple he takes a step back and apologizes for advertising the new one iPad Pro, “Crush!”, which sparked a wave of criticism. The commercial, which shows a hydraulic press destroy cultural products and tools for artistic production, it will not be broadcast on television.
iPad Pro advertising with hydraulic press, Apple apologizes
The much disputed commercial, which Apple showed during the presentation of the new one iPad Pro on May 7, intended to convey the idea of compactness of the tablet and multiple creative functions che offers. A way of saying: “look at how many features there are in the thinnest product we’ve ever made”. However, many perceived the video as an invitation to destruction of cultural products.
Instead of focusing on the thickness from 5.1 mm of the new iPad, many have mistaken the “contraction” for destruction. The harshest criticism has come from those who work in the creative industries, such as actor Hugh Grant, who has shared the video published by Tim Cook writing a “destruction of the human experience. Courtesy of Silicon Valley”.
As Il Post explains well, the artistic community’s disquiet regarding the progress of the art also played a role in the misunderstanding.artificial intelligence in content production.
After days of silence, Apple admitted its failure to achieve its goal with this video and apologized. The company’s marketing manager, Tor Myhren he says it bluntly: “We failed to achieve our goal with this video and we apologize for that“. Cupertino has “creativity in DNA” according to the manager, who ensures that the commercial did not intend to insult the creatives. Indeed, he wanted to demonstrate how iPad Pro allows you to carry a large amount of tools with you, in just 5.1 millimeters of thickness.
But the first rule that every creative learns is that you can’t control how others perceive your work. Even for those who create commercials for Apple.
Apple iPad Pro 11″ (M4): Ultra Retina XDR display, 256GB,… WHY IPAD PRO — iPad Pro is the most advanced iPad ever in an impossibly thin and light design. With the…ULTRA RETINA 11″ — The Ultra Retina
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