Filmmakers, musicians, writers and other artists began whining about that ad above for the Apple iPad Pro from almost the second it was released. As Sonny and Cher warble one of their lesser efforts, “All I Ever Need is You,” a hydraulic press crushes musical instruments, cameras, a framed picture, paint cans, record albums and other stuff in a colorful explosion of chaos.
“The destruction of the human experience. Courtesy of Silicon Valley,” tweeted actor Hugh Grant. “Who needs human life and everything that makes it worth living? Dive into this digital simulacrum and give us your soul. Sincerely, Apple,” added “Men in Black” screenwriter Ed Solomon. There were lots more metaphorical squeals of indignation and alarm on social media, as
“creative people” accused Apple of gloating over how Big Tech is co-opting the traditional tools of art and on the verge of eliminating the human creativity with artificial intelligence.
So, naturally, as is the norm these days, Apple “assumed the position” and groveled an apology. Pledging that Apple would never run the ad on TV again, Tor Myhren, the company’s vice president of marketing communications, said, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.” The statement continued, “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
Seriously?
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