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Apple has been forced to apologies after its new ipad commercial sparked in outcry around the world
The ads showing books
Musical instruments and art materials being crushed by a giant hydrolic press was the post to show how creativity is been compressed into the latest ipad
But instead it's been seized upon by critics
Who for all it sumps up the stiffling of creativity by big tech
And even the threat to artists from artificial intelligence
So how did they get it so wrong to help us find out
I'm joined by the pr
Guru Mark
Borkpsky
Marmarthink so so for being here
Here there's today now for all the outcry that we've seen online doesn't speak to aa sense of town definite by apple here
对对对 Yeah
I think it does it is corporate hubris and for a brand that was actually on the cuss of underststding cultural zite guys
It just shows in for many people just how high their iverity agences
You know they are not connected with um you know of the cultural community of which they have services and depend on for for for decades uh apple advertising was some of the best in will shuthey the americamericagency built their name on some of the
Some of the greater um creativity um because perhame was corporate hubris um not being aware of the debate
Not aware of the anxieties of their own communties and the debate they created gcommbity um was uh perhaps gives them an idea
Just how they need to get back to their routs
Um because uthey facing many challenges now um you know in ten cooks regime um theyve got two major little suits in americamericabout the way they acququired some of the software that they're using um
That's
That's a challenge
But for the corporate
For the corporate message
This is a profound um fish waving activity back to them in terms of what they trtrying to generate ate in terms a dialogue
好的好的
Now you talk about the ivory tower
When we look back down here a ground level
Does this happened to a sense of anxiety
That you can perceive about the way people anticipate ai could affect their employment or their jobs going forward
I mean
I'm thinking about hollywood
Where a major stickking point in the actor strike earlier
This year
Last year in fact was about ai generated acting p creativity and in fact actors are some of the people who are speaking out loud to strike down
对对对 Yeah
Exactly i mean that again um some 've summarize um some of the sort of issues surround the debate at the mmoment
And again that questions how this ad was created
I mean
Obviously what they trto to do do conconpress
Cuture ture
And all the message the've actually sent is that we've got a thin ipad and a ho've leghter ipad
Well you know the way to the debate is far greater than the the size of their technology um
But it
But it ws
Ws they
They tritrigred red
I'm know that aptitising now is built on creating a conversation social media
Many fashion brands of deliberately started a account
Narrated to a certain extent
Because they want to keep that edge
But i think it's uh apple hate quebe the'll find is very very dishartening at the moment
That in fact that they've actually allowed it them to be launched
And let's face it
They patch it withdraw it
Which is quite to move um
And when hopes i learn from this hubrisand
And maybe cocoonize um and know a community that perhaps is feeling the pain at the moment time
I think it goes to silicon valley
We all globally are very concerned at the moment of the scale and influence of many of the big corporations in in in the valley
Um that are controlling our lives
And this we'll have to leave it there
Thank you so much
For joining us mark broadcagan corporate
