Apple Inc’s recent iPad Pro advertisement has sparked criticism within the art and culture community. The promo, depicting traditional artistic tools being crushed by a heavy metal block, has faced backlash on its apparent message that technology can replace traditional creative methods.
Many viewers saw the promo as offensive to classical art forms, arguing that no technology can truly replicate the authenticity of traditional craftsmanship. Critics suggest the ad portrays the iPad Pro as a destructive force, overshadowing conventional artistic processes.
The ad, named “Crush,” powerfully shows the iPad Pro withstand heavy weight, standing unscathed while traditional tools are destroyed. While the ad demonstrates the durability and versatility of the iPad Pro, it came under fire for allegedly trivializing the contributions of physical tools in creativity.
However, designers argue that the ad celebrates the evolution of creativity rather than disparage traditional forms.
Dissecting iPad ad’s impact on art
They assert that the ad showcases how digital tools can enhance, not necessarily replace, traditional methods.
Despite the intent of the designers, critics point out that the ad seems to suggest the elimination of human tactile experience in creative fields. Prominent figures in the industry, such as cartoonist James Kochalka, have expressed disapproval of this perspective. The critique stems from a concern that technology should not overshadow the unique hands-on experience and raw creativity contributed by humans.
The advertisement also sparked fears of a “creative dark age” where digital technology replaces human creativity. Critics worry that an over-reliance on artificial intelligence (AI) in the creative industry could jeopardize the value of creativity and originality. However, supporters argue that integrating AI into the creative process could actually aid human creators in transcending their inherent cognitive limitations, leading to growth and transformation.
Despite the controversy, excitement builds for the upcoming release of Apple’s iPad Pro, set to be the thinnest product yet with an M4 chip and OLED display. This marks a shift in Apple’s marketing approach, raising questions about future promotions. Critics and supporters alike will be watching closely to see how this evolution influences Apple’s promotional strategies.
