Jean MartinApple is facing a backlash online over an advert in which objects, including musical instruments and books, are crushed into oblivion by a hydraulic press.
Introduction
Apple‘s latest iPad advertisement, showcasing the device’s capabilities, has sparked controversy as it features the destruction of musical instruments. While intended to highlight creativity, the ad has elicited strong reactions from celebrities and consumers alike.
Celebrity Backlash
Notable figures such as Hugh Grant and Justine Bateman expressed dismay over the destruction depicted in the ad, labeling it as the “destruction of the human experience” and “crushing the arts.” The use of AI and technology to replace creative endeavors has heightened concerns within the creative industries.
Criticism of Apple
Apple CEO Tim Cook’s promotion of the ad drew criticism, with many accusing the tech giant of being tone-deaf. Comments on social media platforms, particularly from users in Japan, highlighted the lack of respect perceived in the advertisement.
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Cultural Sensitivity
Critics in Japan referenced the concept of “tsukumogami,” expressing offense at the destruction of tools, which they consider disrespectful. Musicians, in particular, value their instruments deeply, viewing them as more than mere objects.
Conclusion
The iPad ad, intended to showcase innovation, has ignited a debate about the intersection of technology and creativity. While some see it as a celebration of possibilities, others view it as emblematic of tech’s encroachment on traditional arts. Apple’s response to the backlash and its impact on consumer perception remain to be seen.
