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Technology crushing human creativity? Apple's 'disturbing' new iPad ad has struck a nerve online

6 Comments
By WYATTE GRANTHAM-PHILIPS

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6 Comments
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Maybe they should have replaced all those various creative items with a single apple instead.

Oh wait... they did. Metaphorically speaking.

S

4 ( +4 / -0 )

Totally inept marketing. The creatives they are crushing are the majority of Apple customers, in one adspend, they are showing just how incompetent Tim Cook is.

2 ( +3 / -1 )

It is more a sign of what is being planned or what they are hoping for.

We are already starting to see the first signs of the " we own it" from other companies.

What this means is some hardware and software makers/developers are trying to claim certain things built or designed using there equipment/programs, technically belong to them.

Now I am not talking about using their machines, hardware or parts of their programs within something in such a case they would probably have a case.

No we are talking about using a program to design something and building it and they claim because their machine/computer/software/AI was use during the designing that they should get a slice of the ownership.

A crewed example would be using video editing software and the company that created the editing software now says it owns a portion of your video. (This hasn't happened yet it is only an example of possible).

But Apple has been active behind the scenes in several cases of smaller tech companies making similar arguments and not on the side of the creator but on the side of the tech companies trying to claim they have the right to anything their product was used during the creation of the product.

In the future, creating music with a computer and software, the artists may find he or she doesn't actually own the songs they created but the computer maker and software maker does.

0 ( +1 / -1 )

The ad rubbed some creatives the wrong way.

> “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Myhren told Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

This right here is the crux of the matter. It's not about the couch potatoes who use the iPad to just watch viral videos and play Candy Crush. It's about the creatives who use the iPad Pro to create content in the first place.

That's who Apple don't want to lose. Apple has always positioned their products for the creative industries (music producers, visual editors, graphic artists, etc). If Apple loses cred among workers in those industries, then they're screwed. It's not like ya see much Apple in the billions of business spreadsheets floors

0 ( +0 / -0 )

What a disgusting, toxic, sick and pathetic ad..

-2 ( +0 / -2 )

The ad is symbolic of what is going to happen. AI is creeping towards doing everything, including putting people out of work. It's become more and more invasive and it won't end with where it is at now.

2 ( +2 / -0 )

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