Apple’s “Crush” commercial has people infuriated by its destruction of analog creative tools. But the same company’s forays into A.I. are more sinister still.
The Apple logo is projected on a screen before the start of a product launch event at Apple’s headquarters in Cupertino, California, in 2019.
Take the 60 seconds to see it , just to see how its images hit you. Ripping off a more benignfor a long-gone LG smartphone, as well as countless destruct-o videos online, “Crush” opens on a pile of familiar analog artifacts inside a hydraulic press. A turntable. A metronome. A trumpet. An Angry Bird. A stress ball with big eyes, ready to pop.
A: Let’s just say I would’ve appreciated a more sincere and detailed apology for the sheer outrageousness of the offense that ad committed against art, and artists. It was more like, “Our bad.” Which to me is nearly as offensive as the ad itself. I have a painting of my mother hanging on the wall behind me right now. Artists have photographs and drawings in their workspace for a reason. For inspiration. It might be a picture made by another artist, it might be a photo of their family, their children. So Apple’s making sure that even the tokens and mementos feeding the artists’ work gets crushed?
Q: And that was a generation ago, pre-Apple! What do you say to people who argue that the “Crush” ad was fine, and generative A.I. is more than fine, and even if it weren’t, it’s too late?
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