Category: Opinion, Streaming, TV, TV, YouTube | Tags: AI, apple, artificial intelligence, opinion, Sanson
Samsung came close to crushing Apple over “crash” ads, insisting it would “never crush creativity.” Then I showed it to the AI…
We were wondering when someone would criticize Apple over the new iPad Pro commercial.to the tune of sony and cher's All I Ever Need Is You promo song “Crush” features a large display of various creative objects being slowly crushed under a large hydraulic press, including televisions, musical instruments, books, and video game consoles. I was there. The fact that it takes so long, he spends over 50 seconds of the 1 minute 08 second ad, makes it even more disturbing. From there, the press rose to the occasion and revealed that a new (and really thin) iPad Pro was born from that destruction.
Our guess is that this ad was meant to send a message that the iPad Pro packs a lot of creative artistry into such a small package. In fact, Apple's CEO Tim Cook “Imagine all the things it could be used to create,” he wrote. But how could anyone on Apple's side foresee the backlash at a time when artificial intelligence was only fueling legitimate fears in the creative community about human experience being replaced by machines? We don't know yet. While Apple's CEO was thinking in terms of technology, many people making use of the very thing that was destroyed saw the commercial as a tongue-in-cheek metaphor for efforts to “automate art” and the importance of artists in the process. was neglected.
Well, Samsung clearly smelled blood in the water because for its Galaxy Tab S9 series, Samsung depicted a woman walking through a room that looks very similar to the Apple room seen at the end of “Crash.” Because I released the clip. The woman picks up the guitar that survived the destruction and begins playing. She uses a Galaxy Tab S9 to display her music as the words “creativity cannot be defeated.” Pretty effective, right? Even tweet/x proudly proclaimed, “We will never crush creativity. #UnCrush.” But just when you thought Samsung had the upper hand and delivered her impactful PR blow, Samsung proudly touted that her Galaxy Tab S9 series is equipped with “Galaxy AI.” Needless to say, it didn't take long for the irony of a company promoting AI lecturing another company about crushing creativity to surface and spread across social media.
“Creativity is in Apple's DNA, and designing products that empower creators around the world is very important to us.” Thor Mullen, Apple's vice president of marketing communications said in a statement shortly after the ad was published and the backlash began. “Our goal is to always celebrate the countless ways users can express themselves and bring their ideas to life through iPad. We apologize for missing the point in this video.” This ad is still online Yes, but Apple has apparently canceled its plans to air Crush! (which you can see above). on TV.
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