Apple issues apology for offensive ad mocking Angry Birds characters and art tools

Apple, a technology company, recently released an ad for its new, thinner iPad tablet computers that has sparked controversy among professionals in creative fields. The ad featured a giant clamp destroying various items like a piano, books, and paint cans to showcase how the new device can be used to create and consume creative content. However, many in the creative industry viewed the ad as a metaphor for how technology companies are squeezing the arts under the pressure of developing artificial intelligence.

Critics, including British actor Hugh Grant and director-producer Asif Kapadia, have condemned the ad for its portrayal of the impact of technology on the creative industries. Some have accused Apple of suggesting that people don’t need other creative tools besides the iPad, which has led to backlash from artists, musicians, and filmmakers. Tech publications like Techcrunch have called the ad “nauseating” and criticized Apple for devaluing tangible and real creative work.

Despite the backlash, Apple has not publicly responded to the criticism of its ad. The new iPad Pro tablets are set to go on sale in Finland next week. The controversy surrounding the ad has sparked a broader discussion about the role of technology in shaping the future of creative industries and the value of artistic expression in the digital age.