Apple apologizes for controversial announcement of new iPad Pro

Apple fixed it and apologized for scandalous iPad Pro advertising with M4, which was not liked at all by creatives, artists and musicians. Thor Muren, Apple’s vice president of marketing, spoke about this. Ad age that the video, which is currently available on YouTube, “missed the target”and they decided not to use it to promote the new iPad model.

The video, in particular, is intended to summarize everything that the new iPad Pro is capable of in a body just 0.51 centimeters thick.

The ad begins by showing a variety of objects and tools that creative people use in their work, such as paints, canvases, musical instruments, etc. All of them are placed in a hydraulic press, which little by little it falls, destroying everything in its path. Eventually the hydraulic press lifts up, revealing only the iPad Pro.

The controversy arose after several artists and designers They’ll call the iPad Pro video “ruining the human experience.”, suggesting that an electronic device could replace important instruments such as a piano or canvas. The announcement also comes at a time when creatives are fighting to prevent generative artificial intelligence and the ability of models like DALL-E to create photorealistic images or videos from replacing their work.

However, this was not Apple’s intention when announcing the new iPad Pro. “Creativity is in our DNA at Apple, and it’s incredibly important to us to create products that empower creative people around the world,” Myhren said in the aforementioned environment. The company’s vice president of marketing says Apple’s goal is to “always celebrate the countless ways users express themselves and bring their ideas to life using iPad.” “We missed the mark with this video and we are very sorry.”– he emphasizes.

Apple is preparing to include artificial intelligence in the iPad Pro

A video about the new iPad Pro with M4 is still available on the company’s YouTube channel, but Apple abandoned plans to bring it to television. We’ll have to wait and see how the company handles its next AI tool launch. In fact, both iPadOS 18 and iOS 18 are rumored to be equipped with generative AI features that could rival Google and Gemini, as well as OpenAI and ChatGPT.

In fact, the iPad Pro is equipped with an M4 chip designed for artificial intelligence tasks. Well he has updated neural engine which can perform 38 billion operations per second. However, it also has other important improvements, such as an OLED screen that is only 0.51 centimeters thick, a new front camera placement, and much more.