Apple has issued an apology following backlash over an advertisement for its latest iPad model, which depicted an industrial press crushing objects associated with human creativity, sparking outrage among artists.
The ad, posted on social media by Apple CEO Tim Cook, faced immediate criticism for its perceived insensitivity towards the creative community, particularly amidst concerns about the impact of generative AI on the future of creativity.
Tor Myhren, Apple’s vice president of marketing, expressed regret over the ad, emphasising the company’s commitment to empowering creatives worldwide. He acknowledged that the video missed the mark and apologised for any offence caused.
In response to the controversy, the company announced that it would not air the ad on television as originally planned.
Titled “Crush” and set to the song “All I Ever Need Is You” by Sonny and Cher, the one-minute ad depicted various creative artefacts, such as a guitar, piano, and paint cans, being crushed by an industrial press, culminating in the reveal of Apple’s latest iPad Pro.
Many observers drew comparisons between the controversial ad and Apple’s iconic 1984 commercial, which portrayed the company as a rebellious force against conformity.
The ad’s release coincides with ongoing legal battles between AI companies like OpenAI and artists and publishers, who allege that their work has been used without permission to train AI models.