Is technology crushing human creativity? Apple’s ‘disturbing’ new iPad ad struck a chord online

NEW YORK (AP) — A newly released ad promoting Apple’s new iPad Pro has struck a chord online.

The ad, released Tuesday by the tech giant, shows a hydraulic press crushing just about every creative instrument that artists and consumers have used over the years — from a piano to a record player to piles of painting, books, cameras and arcade relics. Games. Result of the destruction? A flawless new iPad Pro.

“The most powerful iPad ever is also the thinnest,” a narrator says at the end of the ad.

Apple’s intention seems simple: look at everything this new product can do. But critics called it tone-deaf – with several marketing experts pointing out that the campaign’s execution missed the mark.

“I had a really troubling reaction to the ad,” said Americus Reed II, a marketing professor at the Wharton School of the University of Pennsylvania. “I understood conceptually what they were trying to do, but…I think the way it happened is technology is crushing the life out of that sort of nostalgic joy (of olden days).”

The ad also comes at a time when many feel uncertain or fear having their jobs or daily routines “replaced” by technological advancements – particularly in the context of the rapid commercialization of generative artificial intelligence. And seeing beloved objects fall into oblivion doesn’t help assuage those fears, Reed and others note.

Several celebrities were also among the critical voices of the “Crush! » from Apple. commercial on social networks this week.

“The destruction of the human experience. Courtesy of Silicon Valley, actor Hugh Grant wrote on social media platformin a repost of Apple CEO Tim Cook’s post share the ad.

Some found the ad to be a telling metaphor for today’s industry – particularly concerns about big tech’s negative impact on creatives. Filmmaker Justine Bateman written the that advertising “crushes the arts”.

Experts added that the ad marked a notable difference from the marketing Apple has seen in the past – which often took more positive or uplifting approaches.

“My first thought was that Apple had become exactly what it never wanted to be,” said Vann Graves, executive director of the Brandcenter at Virginia Commonwealth University.

Graves pointed to Apple’s famous 1984 commercial featuring the Macintosh computer, which he said focused more on creativity and thinking outside the box as a unique individual. In contrast, Graves added, “This (new iPad ad) says, ‘No, we’re going to take all the creativity in the world and use a hydraulic press and turn it into one device that everyone uses.’ »

Apple did not immediately respond to requests for comment from The Associated Press on Thursday.

The Cupertino, California-based company revealed its latest generation iPad Pro and Air earlier this week in a showcase touting new features in both lines. The Pro sports a new slimmer design, a new M4 processor for increased processing power, slightly improved storage, and incorporates dual OLED panels for a brighter, sharper display.

Apple is trying to boost demand for the iPad after its tablet sales plunged 17% from last year in the January-March period. After its 2010 debut helped redefine the tablet market, the iPad became a minor contributor to Apple’s success. It currently represents only 6% of the company’s turnover.