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Apple released the new iPad Air and Pro on Tuesday with an ad introducing the iPad Pro to the world.But after a few days, then public backlashPublished by Apple Apologize and remove ads from TV.
of Break it down! iPad Pro ads It shows piles of familiar objects associated with creativity, such as paint, a piano, a record player, and even a book, bursting open under the force of a hydraulic press.
The ad’s ending shot shows off the new iPad Pro’s thinness, made even more apparent by the bulky objects that had to be pressed to make it. Apple emphasized at the event that its new tablet is even thinner than its predecessors. iPod nano.
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Creative objects under hydraulic press. Credit: Apple
According to Ad Age, Apple has decided not to run ads on TV.
“Creativity is in Apple’s DNA, and designing products that empower creators around the world is extremely important to us,” said Tor Mirren, Apple’s vice president of marketing. advertising age on Thursday. “Our goal is to always celebrate the countless ways users can express themselves and bring their ideas to life through iPad. We apologize for missing the point in this video.”
Even if some viewers understood Apple’s concept, the ad evoked mixed emotions. Americus Reed II, a marketing professor at the Wharton School at the University of Pennsylvania, said: Associated Press The ad appeared to be about “technology disrupting a life of pleasure of a nostalgic kind”.
The ad also drew criticism from Hollywood creatives.actor hugh grant called It: “Destruction of the human experience. Presented by Silicon Valley.” Film director and writer Justin Bateman Asked Why did Apple run an ad that destroyed art?
Destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
— Hugh Grant (@HackedOffHugh) May 8, 2024
Of course, the ad also raised concerns about creative jobs being replaced by AI.
a CNET editor It seems to be a “multi-year cycle where creativity appears to be on the verge of being replaced by AI,” he said.
A Microsoft/LinkedIn report earlier this week based on a survey of more than 30,000 people found that nearly half are worried about losing their jobs to AI. His March report, which analyzed 5 million job postings on his freelance website Upwork, showed that AI is already having an impact on employment.
Related: Employers want to hire candidates with AI skills, but employees are still secretly using AI tools in the office
According to the report, from before the release of ChatGPT in November 2022 to February of this year, writing jobs fell by 33%, translation jobs by 19%, and customer service jobs by 16%.
Apple’s advertisement includes similar concept This is an advertisement published by LG in 2008 for the KC910 smartphone.of LG advertising Also on display was a hydraulic press used to crush items such as speakers and keyboards to form new devices, in this case phones.
a 2018 advertising Apple’s releases to promote previous versions of the iPad also drew internet ire, although to a much lesser extent than this year’s ads. In the 2018 ad, a child asks, “What is a computer?” When working on an iPad Pro.
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