Viewpoint: Apple's iPad advertisement sparked strong reactions.
The advertisement, featuring an old Sonny and Cher song, "All I Ever Need Is You," appears to celebrate the annihilation of human ingenuity as various art supplies, a piano, a sculpted bust, cameras, and a television, among other items, are destroyed in a violent manner.
After the advertisement sparked public backlash, Tor Myhren, Apple's marketing vice president, apologized, stating, "We missed the mark with this video and we're sorry." Although he didn't need to, there was an unspoken message: "We've made our point."
The point being made is that all these artistic elements can be compressed into a single, lightweight gadget you can carry around like a flimsy plate. Perhaps a better term would be "squashed." When you condense something, you generally preserve its natural state. When you squash, crush, or destroy something, you completely annihilate it.
Many individuals from the artistic community did not embrace the appealing message from Apple CEO Tim Cook, who described the new technological marvel in a post on X: "Just imagine all the things it will be used to create."
In general, creativity does not necessitate destruction, save for cases like Pete Townsend smashing his Rickenbacker guitar on his amplifier at the end of a Who concert.
Actors, directors, writers, and academics expressed their outrage over the Apple ad. It struck a nerve, especially for those who have had to protest and participate in labor strikes because of increased living expenses, corporate consolidations, layoffs, dwindling sources of income for artists, and visions of a future where they're all replaced by computer-generated versions of themselves.
Screenwriter Ed Solomon expressed his displeasure on X: "Who needs human life and everything in life that makes it worth living? Dive into this digital simulacrum and give us your soul. Sincerely, Apple."
Apple didn't mean to send this message, but they did. Their objective is to utilize technological advances to make life simpler for humans and, by extension, themselves. Apple stands a good chance of succeeding in this endeavor, as people are often quick to adopt new technology. Once they've experienced the thin iPad Pro in action, they'll likely want one.
However, the advertisement only heightens the worries and apprehensions prevalent in today's society. The rapid development of artificial intelligence poses threats to both creatives and humanity as a whole, even though its proponents may not fully comprehend the consequences. Could we become the victims of our own creation in the ultimate ironic twist "The Twilight Zone" episode?
Despite these concerns, the Apple advertisement is not just tone deaf, but also stone deaf. In essence, it devalues human accomplishment, suggesting that the rainbows of music, art, and literature can be replaced with an Apple product. The song played in the background, a 1971 No. 1 hit known for its catchy melody, sounds more like a sarcastic command: "Buy Apple."
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The advertisement's portrayal of destroying various artistic elements sparked diverse opinions among the artistic community. Many found it troubling, as it seemed to devalue human creativity and achievement, while others saw it as a bold statement about the future of technology.
Source: edition.cnn.com
