Apple apologizes for new iPad commercial after complaints from Hugh Grant and Justine Bateman: “Crushes art” | Abroad
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LOOK. This is what this new commercial is about
The video aimed to show how creativity is squeezed into the latest iPad, but celebrities including Hugh Grant and Justine Bateman were horrified by the destruction seen in the ad.
Apple CEO Tim Cook was called tone-deaf for his post about the iPad ad on
In a response to marketing publication Ad Age, Apple now says the ad “didn’t meet its purpose of incentivizing and celebrating creatives.”
Our goal is to always celebrate the countless ways users express themselves and bring their ideas to life through iPad. We missed our target with this video and we are sorry
Tor Myhren, Apple spokesperson
The criticism is particularly sharp due to concerns about artificial intelligence in the creative sector, which is replacing human jobs. The commercial is also very inconvenient in the wake of the strikes and protests within the film industry against the use of AI.
Several well-known people from the film and music world criticized the commercial. Actor Hugh Grant called it “the destruction of the human experience, courtesy of Silicon Valley.” Actor and filmmaker Justine Bateman, an outspoken critic of the use of AI in the film industry, also reacted with dismay, saying Apple’s ad “crushes the arts.” Multiplatinum songwriter Crispin Hunt called destroying musical instruments comparable to burning books.
