'We're sorry': Apple after receiving criticism for iPad ‘Crush’ ad, drops plan to air it on TV

Social media users instantly criticized the ad, which was posted connected X by Apple CEO Tim Cook, arsenic painfully tone-deaf astatine a clip erstwhile the originative assemblage is disquieted astir its aboriginal with the emergence of generative AI.

"Creativity is successful our DNA astatine Apple, and it's incredibly important to america to plan products that empower creatives each implicit the world," Apple's vice president of selling Tor Myhren told Ad Age.

"Our extremity is to ever observe the myriad of ways users explicit themselves and bring their ideas to beingness done iPad. We missed the people with this video, and we're sorry."

The institution besides said it won't aerial the advertisement connected tv arsenic planned.

Set to the opus "All I ever request is you" by Sonny and Cher, the one-minute advertisement titled "Crush" sees the heap of originative artifacts -- including a guitar, soft and overgarment cans -- detonate nether the unit of Apple's press.

At the end, the property pulls backmost and reveals Apple's latest tablet, the iPad Pro, touted arsenic ultra-thin.

"The demolition of the quality experience. Courtesy of Silicon Valley," wrote histrion Hugh Grant connected X successful effect to Cook's tweet.

Hollywood manager Reed Morano urged Cook to "read the room," calling the advertisement "psychotic."

The advertisement harked to viral TikTok videos of concern presses and different machines that are watched by millions connected the platform.

Many critics said the advertisement betrayed Apple's iconic 1984 commercialized that launched the archetypal Mac machine and depicted the institution arsenic a hammer-throwing rebel against a monolith large brother.

The advertisement comes arsenic ChatGPT and Dall-E creator OpenAI, arsenic good arsenic different AI giants, are facing lawsuits from artists and publishers saying that their worldly was utilized to bid AI models without permission.

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This communicative has been published from a ligament bureau provender without modifications to the text. Only the header has been changed.

Published: 10 May 2024, 06:47 AM IST