Professional Services
Order outsourcing

Artists Hate Apple's New iPad Pro Ad

Watching a hydraulic press crush the entirety of human artistic endeavor and turn it into an iPad surely is dystopian.

Apple held the first event of 2024, unveiling new iPad Air and iPad Pro models, taking portability and performance to the next level. It's been two years since the company presented a new tablet, and for the first time ever, Apple added an OLED screen to the new iPad Pro, along with a new M4 chip, as well as introduced a 13-inch Air to the lineup, so both models are now available two sizes.

Image Credits: Apple

Image Credits: Apple

While there isn't much to say about the new iPad Air, as most of the changes have been done under the hood by upgrading the 6th generation to M2 chip, "thinpossible" iPad Pro is the first iPad ever not only to feature an OLED display, but Tandem OLED, a new technology comprised of OLED layers fused together, resulting in a brighter screen called Ultra Retina XDR.

The iPad Pro comes in two sizes: an expansive 13-inch model and a portable 11-inch model, 5.3 mm and 5.1 mm respectively, which are the thinnest Apple products ever.

Although there were hints at the company's approaching AI features, this time Apple didn't introduce them specifically, while seemingly laying the AI groundwork with the new M4.

With a new CPU, a next-generation 10-core GPU that builds upon the GPU architecture debuted on M3 and brings Dynamic Caching, hardware-accelerated ray tracing, hardware-accelerated mesh shading, and the most powerful Neural Engine yet, the new iPad Pro powered by M4 is an "outrageously powerful device for artificial intelligence".

Image Credits: Apple

Needless to say, AI left alone is quite a polarizing topic, and it's no secret that among other professionals, artists are actively affected by it, constantly being ripped off of their authentic work and rightfully worried about what the development of generative AI by major tech companies means for the future of their careers.

The latest Apple ad called Crush! only made it worse, showing analog art equipment being literally crushed down into the new iPad Pro, which immediately sparked intense backlash from creatives, and rightfully so, as destroying art for a machine just hits the nail on the head.

As of now, there hasn't been any reaction from Tim Cook or other Apple representatives. Visit the official site for more details on the new iPad Pro here and don't forget to join our 80 Level Talent platform and our Telegram channel, follow us on InstagramTwitter, and LinkedIn, where we share breakdowns, the latest news, awesome artworks, and more.

Join discussion

Comments 0

    You might also like

    We need your consent

    We use cookies on this website to make your browsing experience better. By using the site you agree to our use of cookies.Learn more