Apple, Inc. has faced numerous challenges recently, leading many to question if the company’s troubles are deserved. Despite being one of the most valuable tech companies in the world, Apple’s new “spatial computing” headset Vision Pro received mixed reviews and allegedly poor sales. Furthermore, Apple was forced by the EU to open up the iPhone to third-party app stores and sued by the U.S. Justice Department for an alleged monopoly over smartphone and smartwatch sales.
Adding to Apple’s woes, their new iPad Pro with M4 chip, optimized for AI, faced a public backlash due to a video advertisement called “Crush.” The ad features a hydraulic press machine destroying various objects, which then magically transform into the new iPad Pro. The metaphor of obliterating beloved traditional instruments and objects did not sit well with users. The ad seemed to imply that Apple wants to replace creativity with its luxury technology, tightly controlling and restricting its operating system and applications.
Users took to social media to express their revolt against the ad, criticizing Apple for promoting the destruction of cherished items and presenting it as a positive thing. The backlash highlights the belief that technology is killing the joy found in traditional objects. Some users even edited the ad to reverse the destruction, showing objects springing from the iPad Pro instead of being condensed into it.
This backlash is part of a larger wave of anti-tech sentiment that has emerged in recent years. It reflects a growing class consciousness among visual artists and creatives who object to AI firms using their works without permission or compensation. These artists feel that AI models trained on their creations compete with their original works.
The impact of this backlash on Apple’s sales and reputation remains to be seen. However, for a company known for its marketing prowess, the negative response to the iPad Pro ad does not bode well for Apple’s current reputation. Despite their previous success with campaigns like “Think Different,” this recent misstep may harm Apple’s standing among consumers.
Overall, Apple’s rough year and the public backlash to their recent ad demonstrate the challenges faced by tech companies in the current climate. It serves as a reminder that responsible integration of AI and technology requires sensitivity to user concerns and a thoughtful approach to messaging.