@arstechnica i didn't find it offensive at all, in fact i thought it was really impressive that they could create a scene like that entirely in software. THAT was the impressive part to me, as someone that does creative work and has moved my entire photo workflow to an iPad Pro only needing a computer to export for prints? i was excited.
my other work is as an IT specialist and i have been spending a lot of time in AI systems lately so my perspective is not as a working photographer.
@arstechnica Apple produced one of the most famous commercials in history, which was an allegory about how Microsoft crushes creativity, with Apple throwing a hammer to break through the mundanity. I find it confounding that it occurred to no one at Apple that this new commercial could easily be interpreted to mean that Apple crushes human creativity.
@arstechnica While I understand some of the sentiment, I also think people is taking this way too seriously. I found it funny and visually very well set up, a bit like “will it blend” on steroids.
Lighten up guys, I assure you, this is not the worst ad you will get to see.
Two classic Apple obsessions put them in this situation.
Their forever quest for “thinner” gadgets, whether or not they need it.
The total secrecy around unreleased products, even within the company. This gave them no option to run the ad by a test audience which would have given them a HUGE thumbs down before they embarrassed themselves by releasing it to great fanfare.
Did they manage to squeeze a LOT into an unbelievably small device. Yes, they did.
@arstechnica
One gets the impression that the Apple c-suite is in an isolated bubble away from the rest of humanity. Tbf, it's the same with most large corporations.
“When people already feel that tech companies and executives are trying to replace them with generic machine-made sludge, it’s tone deaf at best to introduce a new product with an ad where a colorful, messy, tactile tower of art, instruments, and other creative tools is literally flattened to make way for a shiny, featureless slab of metal and glass."