On May 7, Tim Cook shared a new promotional video for the iPad Pro, which has since received considerable backlash. The video showcases a hydraulic press compressing various materials into the shape of the new iPad Pro, intending to symbolize the device’s capacity to meet the creative demands of artists and users. However, this concept has not been well-received.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Prominent figures in the arts have openly criticized the video.
Hugh Grant, the British actor, commented that the video “destroys human historical experience.”
Cheo Hodari Coker, writer of the film “Creed II,” and Ed Solomon, known for his work on “Bill & Ted” and “Men in Black,” also expressed their disapproval.
Furthermore, Reed Morano, an Emmy-winning director, did not mince words in her critique.
These critiques highlight a general sentiment that the advertisement may have missed its intended mark by potentially oversimplifying or misrepresenting the historical and cultural achievements it aimed to portray.
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