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Apple apologises for iPad 'Crush' ad after backlash
The Straits Times
|May 11, 2024
Apple apologised on May 9 after an advertisement for its latest-edition iPad caused an uproar by showing an industrial press crushing objects linked to human creativity, infuriating artists.
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Social media users immediately criticised the ad, which was posted on X by Apple chief executive Tim Cook, as tone-deaf at a time when the creative community is worried about its future with the emergence of genartificial erative (AI).
intelligence "Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world," Apple's vice-president of marketing Tor Myhren told Ad Age.
This story is from the May 11, 2024 edition of The Straits Times.
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