Apple’s “Crush” commercial, unveiled last week, has people infuriated by its destruction of analog creative tools. But the same company’s forays into A.I. are more sinister still.
Terrible, soul-sucking commercials get written, made and, by the public, rejected all the time. This one is different.
The tech superpower was late boarding this barely regulated bullet train. But the iPad Pro, as equityon Bloomberg Television May 11, marks the the first step in Apple’s hoped-for “A.I.-driven supercycle” of product upgrades. Q: Most people don’t remember the scripted words in the “1984” Ridley Scott commercial for Macintosh, because it was so visually spellbinding. But the dictator on the video wall had this Orwellian line about the government’s “information purification directives.” To me it felt like the new iPad ad was made under the same directives.
The use of generative A.I., I think, is a fundamental shift in how technology is used in relation to the arts. It’s not like a word processing program that has Spellcheck. Or a graphics program where you can draw with a stylus on the screen. It’s more like Tim Robbins’ line in “The Player”: “What an interesting concept it is to eliminate the writer from the artistic process. If we can just get rid of these actors and directors, maybe we got something here.
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