Apple is facing a backlash online over an advert in which objects, including musical instruments and books, are crushed into oblivion by a hydraulic press.
Apple is facing a backlash online over an advert in which objects, including musical instruments and books, are crushed into oblivion by a hydraulic press.

Controversy erupts over Apple’s iPad Ad: creativity crushed or celebrated?

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Apple 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.

Also read: Facebook faces criticism over handling of Taylor Swift ticket scams

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.

Jean Martin

Jean Martin, a seasoned Correspondent Author at USA Guardian Magazine, specializes in transforming complex subjects into engaging narratives. With a keen eye for detail and a commitment to truth, her work spans politics, culture, and technology, enriching the magazine's diverse content. Jean's reporting not only informs but also inspires readers, showcasing her belief in journalism's power to drive change.

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