Apple is facing backlash on social media for a recent advertisement that features the crushing of various objects, including musical instruments and books, by a hydraulic press. The ad was intended to showcase the creative capabilities of the latest iPad, but it has received criticism from celebrities and online users alike.
Rather than using quotes from the original article, I will provide a description of the criticism. Celebrities such as Hugh Grant and Justine Bateman expressed horror and concern at the destruction depicted in the ad. Apple CEO Tim Cook also received backlash for his post on social media platform X, where he encouraged people to imagine the creative possibilities of the new device. The ad has raised questions about whether technology is stifling creativity instead of fostering it.
The criticism extends beyond the entertainment industry’s concerns about artificial intelligence (AI) taking over jobs. Justine Bateman, who is a vocal critic of AI in the film industry, labeled the ad as “crushing the arts.” Similarly, Crispin Hunt, a well-known songwriter, compared the destruction of musical instruments to the burning of books, emphasizing the loss of creative expression.
The negative comments on Tim Cook’s social media post were particularly impactful, with users expressing their distaste and even feeling ashamed to purchase Apple products. It is worth noting that critics from Japan felt especially strongly about the ad, considering it disrespectful. There were references to “tsukumogami,” a term from Japanese folklore that describes tools believed to have spirits or souls. Japanese users expressed that the act of destroying tools is seen as arrogant and offensive.
Furthermore, the advertisement drew unfavorable comparisons to one of Apple’s most famous ads from 1984. While the original ad depicted an athlete fighting against a dystopian future, users have remarked that the new ad is almost the exact opposite, showing Apple as a faceless and oppressive force. For some, the 2024 ad represents a symbolic bookend to the iconic 1984 advert.
In conclusion, Apple’s recent ad has generated significant controversy and criticism online. The destruction of objects, particularly musical instruments and books, has raised questions about the relationship between technology and creativity. The negative response from celebrities, online users, and specific cultural communities highlights the impact and potential consequences of such advertisements.
FAQ:
1. What is the controversy surrounding Apple’s recent advertisement?
The controversy revolves around an Apple advertisement that showcases the crushing of objects, including musical instruments and books, by a hydraulic press. The ad has received criticism for its depiction of destruction and has raised questions about the impact of technology on creativity.
2. Who expressed criticism towards the ad?
Celebrities such as Hugh Grant and Justine Bateman expressed horror and concern at the destruction depicted in the ad. Apple CEO Tim Cook also received backlash for his social media post encouraging people to imagine the creative possibilities of the new device.
3. What concerns were raised by Justine Bateman and Crispin Hunt?
Justine Bateman, a vocal critic of AI in the film industry, labeled the ad as “crushing the arts.” Crispin Hunt, a songwriter, compared the destruction of musical instruments to the burning of books, emphasizing the loss of creative expression.
4. What was the negative response to Tim Cook’s social media post?
Users expressed their distaste and even feeling ashamed to purchase Apple products in the negative comments on Tim Cook’s social media post.
5. How did Japanese users feel about the ad?
Critics from Japan considered the ad disrespectful and saw it as arrogant and offensive. They made references to “tsukumogami,” a term from Japanese folklore that describes tools believed to have spirits or souls.
Key Terms:
1. Hydraulic press – A machine that uses hydraulic pressure to exert a significant force on objects, often used in the industrial sector for tasks such as crushing or shaping materials.
2. Artificial intelligence (AI) – The simulation of human intelligence in machines that are programmed to think and learn like humans, commonly used to perform tasks that usually require human intelligence.
3. Tsukumogami – A term from Japanese folklore that describes tools or objects believed to have spirits or souls.
Suggested Related Links:
– Apple (https://www.apple.com/it/): Official website of Apple, where you can find more information about their products and services.