Background information
Hollywood is now at a standstill: actors have joined the strike
by Luca Fontana
Apple takes criticism for commercial - and apologises
10.5.2024
Translation: machine translated
"We missed the mark with this video and we're sorry," says Apple after an advert for the new iPad Pro caused outrage on social media.
At the presentation of the iPad Pro last Tuesday, Apple showed a commercial for the new tablet: A monstrous press squeezes creative tools such as musical instruments, colours and cameras. The result is the iPad Pro. Apple wanted to illustrate the creative possibilities of the tablet.
The problem for the many critics on X is that the advert seems cynical. It could also be interpreted differently. For example, that Apple stifles creativity. Or as a symbol for the digitalisation and automation of art - at a time when artists see their existence threatened by artificial intelligence. Actors are fighting for their rights with strikes, game studios are cutting thousands of jobs and the music industry is fighting back against copyright infringements.
Header image: Screenshot YouTube / Apple
Samuel Buchmann
Senior Editor
Samuel.Buchmann@digitecgalaxus.chMy fingerprint often changes so drastically that my MacBook doesn't recognise it anymore. The reason? If I'm not clinging to a monitor or camera, I'm probably clinging to a rockface by the tips of my fingers.
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