2024-05-10 10:57:44
Apple apologized following the iPad Pro announcement angered many artists angry at artificial intelligence because it showed human creativity being crushed and replaced by the new tablet.
Among the commentators is British actor Hugh Grant, who pointed out on the “X” platform that the ad expresses “the destruction of the human experience thanks to Silicon Valley.”
Grant’s comment follows a message from Apple President Tim Cook, who announced the new tablets produced by the giant group on Tuesday.
“Innovation is part of our DNA at Apple, and it’s incredibly important to us to create tools that help innovators around the world thrive,” said Tor Mehreen, vice president of marketing at Apple, in an interview with the Ad Age website.
He added: “Our goal is to celebrate the many ways people express themselves, as well as bringing their ideas to life through the iPad. We missed the mark with this video and we’re sorry.”
The company decided not to air the ad on television as originally planned.
Apple briefly mentioned artificial intelligence on Tuesday, and did not mention generative artificial intelligence, but all artists fear that their work will be affected by this technology, which makes it possible to produce all types of content (texts, images, clips video, music, etc.) based on a simple request in the spoken language.
Hollywood actors and screenwriters had already led a months-long strike, demanding in particular their protection once morest generative artificial intelligence.
Authors and artists have filed complaints once morest large companies in the sector, including OpenAI (ChatGPT), accusing them of stealing their works to train their models with generative artificial intelligence.
Apple’s ad for the new tablet shows musical instruments, paint cans, a globe, a sculpture, cameras, books and other objects slowly being crushed using a huge hydraulic press, to reveal the iPad Pro in their place.
“Who needs human life and everything that makes it worth living? Immerse yourself in this digital simulation and give us your soul. Sincerely, Apple,” said a satirical message from the screenwriter of “Men in Black” Ed Solomon on Platform X.
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