There is no debate about the fact that technology is changing art as we know it. Books are being replaced by Kindles, paintings by doodles on an iPad and instruments by lazy software. Even buildings and sculptures are being designed on computers. While technology offers new ways to create, some worry it may replace traditional forms of expression – forms that used to bring joy to the human race.
Speaking of which, Apple recently released an advertisement for their new iPad which sort of sends the wrong precedent. The advertisement is titled ‘Crush’ and in it, we see some of the most precious mediums and forms of art like a sculpture, piano, paint, guitar, etc. being crushed.
Towards the end, what comes out is the thinnest iPad ever created – the iPad Pro 2024. The advertisement symbolises the destruction of traditional forms of art and the coming of new-age technology that can do all of it in a box.
Watch the advertisement here:
“Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook wrote on X.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Several people online, including celebrities like Hugh Grant, Hrithik Roshan and Adnan Sami slammed the commercial for showing the destruction of human creativity tools for the birth of a technical product that can, in no way, replace art. Here’s a look at some of the reactions:
The destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
— Hugh Grant (@HackedOffHugh) May 8, 2024
What a violent, destructive & disturbing ad with the soul purpose of destroying everything that humans have invented to enhance their creativity with a ‘soul’ just to promote the virtual world with a soul-less Artificial Intelligence!!! Full marks, however, to Apple for exposing… https://t.co/q8Pjxo7I9d
— Adnan Sami (@AdnanSamiLive) May 10, 2024
Gosh, this is unbelievably offensive to everything that makes us human. Crushing musical instruments and the human spirit… and delighting in it… what are you thinking @Apple? https://t.co/DGiPGSuzx8
— Simon Toyne (@sgtoyne) May 8, 2024
Art, music, objects of beauty and tools of joy, all must be destroyed in service of Product. https://t.co/rc8xfMYd5z
— Jason Steele (@FilmCow) May 8, 2024
You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever.
— 左の街からこんにちは (@Hidarino_Machi) May 8, 2024
I felt sad when I saw creative tools such as musical instruments and cameras being destroyed. I don’t think the creators will like this video. Is it my Japanese sensibility that makes me feel this way?
— Takuta (@Takuta) May 7, 2024
Crushing symbols of human creativity and cultural achievements to appeal to pro creators, nice.
Maybe for the next Apple Watch Pro you should crush sports equipment, show a robot running faster than a man, then turn to the camera and say, “God is dead and we have killed him”
— Sterling Crispin 🕊️ (@sterlingcrispin) May 7, 2024
What are your views about this ad?