Embracing the Evolution of Art and Technology
There’s been some backlash against Apple and their new ad campaign for the iPad. The commercial depicts various analog and digital media equipment, tools, and instruments being crushed by industrial machinery, with paint and parts flying everywhere, culminating in the creation of a shiny new iPad Pro. Critics argue that Apple’s ad is tone-deaf and off-brand, especially concerning people's fears of artificial intelligence. Apple, a brand that champions artistry, has always positioned itself as the premium tool for both professional and amateur artists and the ad is received as a form of betrayal.
At first glance, the advertisement does seem tone-deaf and off-brand. However, upon closer examination, I appreciate Apple’s directness, similar to Mira Murati at OpenAI. Like Murati, Apple cuts through the fluff and tells you what you need to know. In this case, Apple is highlighting the inevitable advancement of technology. Our devices are becoming smarter, and there's little tech companies can do to slow this progress. From an artistic perspective, the ad conveys a clear message: these devices provide the tools necessary for creation. But what about artists, especially professionals?
As an artist, these tools are beneficial. They enhance my professional abilities and enable me to produce at unprecedented levels. They also automate tasks, freeing me to focus solely on my art. This benefits both my professional and amateur pursuits. For example, recording music has become more accessible. Despite existing tools, the costs and barriers to entry remain high. Apple's promotion reflects the reality: professional-level tools are now available at minimal cost. This challenges artists but also empowers them. True artists will always find a way to create.
Consider this: the emergence of deepfake AI raises questions about artists and their digital presence. While some view digital twins as innovative, it's more of an evolution. Deepfakes already exist in various forms, such as records, cassettes, compact discs, and now their music and videos on YouTube and other streaming platform. Digital twins merely extend this concept and these concepts are what Apple is crushing. Here’s the reality: the future lies in personal real world interactions. While digital success is significant, proficiency in live performances remains invaluable.
For professional artists, their craft is now more crucial than ever. Whether on stage or in the digital realm, their expertise sets them apart. While AI may excel in certain areas, live performances require human artistry. True artistry comes from the mastery of one's craft. Ultimately, Apple's message is clear: embrace innovation and excel in your artistry. So, instead of complaining, let’s seize the opportunity and crush it!
Updated: Apple has apologized for the ad. I make no apologies. 😅
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