Patcay.com – Apple has just weathered a storm of criticism over their latest ad for the iPad Pro. Apple introduced their newest iPad Pro with the M4 chipset, boasting it as the thinnest product the company has produced.
As a means of promoting the various creative possibilities of the new iPad Pro, Apple aired an ad titled “Crush!” which showed various objects, such as pianos, paint, and record players, being flattened by a hydraulic press machine.
In the controversial ad titled “Crush!”, Apple showed various objects, ranging from pianos to paint, being crushed by a hydraulic press machine, leaving only their advanced tablet behind.
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Hugh Grant dubbed it as “the destruction of human experience,” while Reed Morano, director of Handmaid’s Tale, advised Apple CEO Tim Cook to “read the room.”
Tor Myhren, Apple’s vice president of marketing, acknowledged that the ad “missed the mark” and apologized for the failure.
“Creativity is in our DNA at Apple, and it is very important for us to design products that empower creative people worldwide,” Myhren told Ad Age.
However, the failure of this ad has garnered more intense scrutiny as it occurred just before the WWDC 2024 event, which is predicted to be a significant moment for Apple with the introduction of generative AI features in iOS 18.
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Generative AI, while promising, is still seen as a threat to human job fields. The failure of this iPad Pro ad only adds to the tension in the discussion about the impact of technology on human jobs.
Although Apple has apologized, the public remains eager to see how they will respond to this criticism in the upcoming WWDC event.