After the reactions of many artists, including Hugh Grant, to the new iPad Pro announcement, Apple apologizes

After the reactions of many artists, including Hugh Grant, to the new iPad Pro announcement, Apple apologizes

The ad spot, which was introduced at Apple's Keynote on Tuesday, May 7, will not be part of the TV campaign for Apple's popular tablet.

France Televisions – Culture Editorial


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Apple logo on a storefront in Tokyo, September 2022. (NORIKAZU TATEISHI/AP/SIPA / SIPA)

Apple apologized on Thursday, May 9 after the announcement of the new iPad Pro, which showed all sorts of things representing human creativity being squashed and replaced by a tablet, angered many artists angry about artificial intelligence (AI).

“Destroying the human experience thanks to Silicon Valley”For example, British actor Hugh Grant tweeted on X (formerly Twitter) in response to a message showcasing the new iPad Pro from Apple CEO Tim Cook.

“Creativity is part of our DNA at Apple, and it's incredibly important to us that we build products that enable creators around the world to thrive.”Tor Mehrin, Apple's vice president of marketing, told Ad Age. “Our goal is to celebrate the countless ways to express themselves and bring their ideas to life using iPad. We missed the mark with this video, and we're sorry.”he added.

The company also decided not to air the ad on television, as initially planned, but it remains available on YouTube and Tim Cook's But this technology – which makes it possible to produce all kinds of content (text, images, videos, music) by simply querying it in everyday language – is on the mind of all artists.

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Anti-AI artists

Hollywood actors and screenwriters have been on strike for several months, demanding in particular protection against generative artificial intelligence. Several artists have also filed complaints against major companies in the sector, such as OpenAI (ChatGPT), accusing them of stealing their work to train their generative AI models.

In the Apple ad, a metronome, paint cans, a piano, a music box, a mannequin, a sculpture, cameras, books and many other objects are slowly crushed by a huge hydraulic press. It then lifts up to reveal an iPad Pro in its place. All to the sound of a nostalgic pop song All I need is you By Sony and Cher (“Sometimes when I'm down and lonely, all I need is you.”).

“Who needs human life and everything that makes it worth living? Immerse yourself in this digital simulation and give us your soul. Sincerely, Apple”Ironically, Ed Solomon is the screenwriter Men in black,on x.

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