Why such controversy surrounding Apple's latest ad, which apologized after attracting the wrath of Hugh Grant

magictr | May 10, 2024 | News | No Comments

Apple's latest spot to promote the latest iPad Pro doesn't work. Youtube capture

We can say that Apple's latest advert is far from unanimous. The Apple brand unveiled a spot on May 7 to promote its latest iPad Pro. This caused controversy to the point that Apple apologized this Friday, May 10.

Du "crush" to the crash. By unveiling its commercial spot to promote the latest iPad Pro, Apple caused controversy and even apologized this Friday, May 10.

Called "crush", the video, lasting one minute, takes place to the music All I Ever Need is You by Sonny & Cher and we see a giant hydraulic press crushing all the symbols of human creativity (musical instruments, books, paint, cameras, etc.). When the press gets up, we see the iPod Pro instead, accompanied by the slogan: "The most powerful iPad ever is also the thinnest".

< /iframe> </p> <h2 class="txt-int">"Destruction of the human experience"</h2> <p>If Apple spoke very little about artificial intelligence during the May 7 keynote, for many observers, the message of the spot is unambiguous. British actor Hugh Grant re-shared the spot that Tim Cook, CEO of Apple, had published on his X account, accompanying it with this acerbic comment: <em>& ;quot;The destruction of the human experience thanks to Silicon Valley.</em></p> <p> <center></p> <blockquote class="twitter-tweet" data-width="550" data-dnt="true"> <p lang="en" dir="ltr">The destruction of the human experience. Courtesy of Silicon Valley. <a href="https://t.co/273XB3CfnF">https://t.co/273XB3CfnF</a></p> <p>— Hugh Grant (@HackedOffHugh) <a href="https://twitter.com/HackedOffHugh/status/1788183871504204257?ref_src=twsrc%5Etfw">May 8, 2024</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></center> </p> <p>Under Tim Cook's initial post, we can also read hundreds of comments accusing the brand of extolling the destruction of human creativity.</p> <p>The reception was generally so bad that the American brand ended up apologizing. <em>"Creativity is part of our DNA at Apple, and it's incredibly important to us to build products that help creative people around the world thrive"</em>,” said Tor Myhren, vice president of marketing at Apple. ;rsquo;Apple, at the specialized site Ad Age, cited by France Info. <em>"Our goal is to celebrate the myriad ways in which users express themselves and give bring their ideas to life thanks to the iPad. We missed the boat with this video and we're sorry.</em></p> <p>The advertisement will not be broadcast on television. 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