The devastating advertisement for the new iPad Pro is flawless, but the world's reaction to Apple regarding the iPad was abrupt.
To its credit: the ad for the new iPad Pro is flawless. In the ad, a hydraulic press, like the ones that crush Skittles all day long on TikTok, slowly descends onto a medley of artistic endeavors. As the large metal plate falls like Tesla in 2024, it crushes musical instruments and classical sculptures. Buckets of paint pop like balloons, sending a cascade of color over Apple’s carefully constructed canvas of assorted objects. Ultimately, it achieves its purpose. This confluence of creations that attempt to represent the entire history of human creativity lies flat under the unstoppable force of Apple’s hydraulic press.
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And then, as the press rises slowly, all this artistic chaos disappears.
What remains is the new, beautifully sleek iPad Pro from Apple.
Many people may have thought, “Oh, that’s really beautiful,” while others thought, “Oh, this wasn’t the right time for this ad.” Which must have been premeditated, because now a lot of people — especially in the arts community — are angry about the ad. Hugh Grant called the ad “the destruction of the human experience” in X.
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Apple's intent is clear: everything you can do with all of these things you can now do with a single iPad. Isn't the technology amazing? This is a tactic that has worked very well for Apple advertisers in the past, and they've touched on this concept before — most notably in the original iPod and iPhone.
But the last time Apple pulled this trick, Hollywood writers and actors hadn’t spent half a year marching to protect their jobs from AI. Game companies hadn’t laid off thousands. AI musicians hadn’t taken to YouTube and TikTok to the ire of record labels and artists, and Tupac Shakur’s estate hadn’t issued the first cease-and-desist order against AI-driven rapping. The last time Apple pulled this trick, people weren’t talking so much about AI taking away all the jobs that humans once had.
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The conversation about computers and automation has changed recently, and Apple, which was caught sleeping last year with the spread of artificial intelligence, has just fallen under the iron. Next time, Apple, maybe take a look around the room instead of slowly and painfully destroying it with a hydraulic press.
Source: theverge
