May 21, 2024

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iPad Pro: The press that crushes…human creativity – Silicon Valley takes care of it

iPad Pro: The press that crushes…human creativity – Silicon Valley takes care of it

“Can technological advances and artificial intelligence come with the speed gained replace human creativity?” The question is repeated over and over without being able to give a definite answer.

Creativity includes the ability to discover new and innovative ideas and solutions to problems. Creative work can include conceptualizing and implementing artwork to design an innovative company.

New technologies cause anxiety primarily for creatives and artists. The spread of artificial intelligence poses a new headache.

Throughout the ages, humanity has demonstrated great moments of creativity in stimulating and developing imagination and ingenuity.

Apple CEO Tim Cook

These days there is a tremendous amount of concern about the potential of new technologies that can create new content such as audio, text, images and video.

The rapid spread of artificial intelligence and some of its recent milestones such as ChatGPT, Midjourney, Dal-E and others raise new questions about whether creativity is a uniquely human skill.

The commercial for the new iPad Pro brought… crushing

Apple inadvertently brought back questions by creating a promotional video for the new iPad Pro, sparking backlash from creators, artists and others.

A pickup truck, a piano, a guitar, an old TV, cameras, a typewriter, books, buckets of paint and other things are crushed to the sounds of “All I Need Is You” and it becomes… the new iPad Pro.

The symbolism is clear… human creativity transformed into a board. The message is clear: Everything you can do with all these things can now be done with an iPad.

It all started last Tuesday when Apple CEO Tim Cook ran an ad titled “Crush!”, on Channel X.

Consumer intelligence platform Zappi conducted consumer research on the ad, which found that the idea of ​​crushing works of art with a hydraulic press was divisive.

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“Is Apple’s iPad ad a work of genius or a sign of dystopian times? It really depends on your age,” said Natalie Kelly, marketing director at Zappi. “The shock value is the strength of this ad, and it’s controversial by design, so the fact that people are talking It’s a win for him.

This was followed by an explosion of anger on social media from ordinary users as well as many celebrities. Hugh Grant was one of thousands of X users who spoke out against Apple’s new iPad Pro announcement.

“Destroying the human experience. Thanks to Silicon Valley,” the British actor wrote.

“I love iPads but I don’t know why anyone thought this ad was a good idea,” wrote Oscar, BAFTA and Grammy-winning British director Asif Kapadia. “It’s the truest metaphor for what tech companies do to art, musicians, creators, writers and filmmakers: “They pressure them, they use them, they don’t pay them well, they take everything, and then they say that everything was created by them.” .

His journalism… crushed

Director and actress Justine Bateman responded to Tim Cook by saying, “Seriously, what’s wrong with you?”

The glamorous entertainment world sees the tech industry’s meddling in the arts as destructive, and reacts angrily as another , books.

Iranian-American director, actor and producer Reza Sikso Safaei flipped the iPad Pro ad and jokingly wrote: “Hey Apple, I fixed it for you.”


Before the issue became huge, the tech giant made apologetic statements, and it was basically an apology.

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“We’re sorry we didn’t achieve our goal with this video,” Tor Mehrin, Apple’s vice president of marketing, told Ad Age.

“Creativity is in our DNA at Apple, and it is extremely important for us to design products that empower creators around the world,” he stressed.

Apple apologizes

“Our goal is to always celebrate the countless ways to express themselves and bring their ideas to life through iPad,” he added.

The video in question is still up on Apple’s YouTube channel, but the company has promised it won’t be shown on TV.