by the tech giant Tuesday, shows a hydraulic press crushing just about every creative instrument artists and consumers have used over the years — from a piano and record player, to piles of paint, books, cameras and relics of arcade games. Resulting from the destruction? A pristine new iPad Pro.Apple’s intention seems straightforward: Look at all the things this new product can do. But critics have called it tone-deaf — with several marketing experts noting the campaign’s execution didn’t land.
The ad also arrives during a time many feel uncertain or fearful about seeing their work or everyday routines — particularly amid the rapid commercialization of generative artificial intelligence. And watching beloved items get smashed into oblivion doesn’t help curb those fears, Reed and others note.
“My initial thought was that Apple has become exactly what it never wanted to be,” Vann Graves, executive director of the Virginia Commonwealth University’s Brandcenter, said. introducing the Macintosh computer, which he said focused more on uplifting creativity and thinking outside of the box as a unique individual.
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