At first look, it positively appears like Apple metaphorically crushed it once more with the spectacular bulletins of two monstrously highly effective new iPad Professionals, in addition to two redesigned iPad Airs, an “much more magical” Pencil Professional, and a mind-blowing M4 chip earlier this week.
However whereas most tech fanatics had been in all probability left awestruck by the beautiful designs and unbelievable efficiency upgrades of the most recent candidates for the title of greatest pill on this planet, promoting and filmmaking professionals from all over the place selected to focus their power in a special course. And it isn’t one Tim Cook dinner is prone to admire.
Uploaded to Apple’s YouTube channel shortly after Tuesday’s large iPad launch and
shared by Cook himself on X on the identical day, the primary industrial devoted to the most recent addition to the iPad Professional household was broadly and overwhelmingly criticized throughout social media.
Whereas the YouTube feedback part was closed proper from the beginning, the destructive reactions primarily flooded Tim Cook dinner‘s X submit inside hours of it being revealed. Taking a look at a number of the brutal feedback on there, it is exhausting to grasp what the artistic crew behind this advert was pondering, and actually, it is somewhat stunning that Apple has but to take away the 60-second clip from YouTube and all over the place else.
The industrial’s concept is fairly easy… and undeniably dangerous, highlighting how the brand new iPad Professional nearly makes humanity’s conventional methods of making artwork and consuming leisure out of date. In fact, Apple may have expressed that message with somewhat (or lots) extra subtlety and care than merely smashing paints, sheet music, devices, sculptures, a bunch of information, and even a complete piano to items.
One suggestion offered by plenty of totally different X customers was to reverse the advert to protect its central idea whereas exhibiting respect to conventional artwork and artists, and to focus on that time, actor, author, and producer
Reza Sixo Safai did precisely that, “fixing” the publicity debacle for Apple.
Many different commenters both labeled the video as “extraordinarily distasteful”, abhorrent, “heartbreaking”, uncomfortable, and easily very, very dangerous on a number of ranges or supplied scathing and considerate explanations as to why they viscerally hate the advert.
A director, author, and producer maybe
explained the problem with the commercial best, calling it the “most trustworthy metaphor for what tech firms do to the humanities, to artists, musicians, creators, writers, filmmakers: squeeze them, use them, not pay effectively, and take all the things then say it is all created by them.” And as typical, Nothing CEO Carl Pei summed all of it up completely with
one carefully chosen word: “yikes.”