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JayMysterio

macrumors 68000
Apr 24, 2010
1,520
32,951
Rock Ridge, California
For those who managed to miss catching what was an important issue for some with the ad, allow Samsung to help make the point.


We're guessing that the ad was supposed to send the message that the iPad Pro packs a lot of creative artistry into such a small package. In fact, Apple CEO Tim Cook wrote, "Just imagine all the things it'll be used to create." But in an age when artificial intelligence has only fueled the justified fears that the creative community has about the human experience being replaced by machines, we're still not sure how anyone on Apple's side couldn't have seen the backlash coming. While the Apple CEO was thinking in tech terms, a lot of folks who use the very things that were destroyed saw the commercial as a cynical metaphor for efforts to "automate art" – devaluing the importance of the artist in that process.

Well, Samsung clearly smelled blood in the water because the company put out a clip for its Galaxy Tab S9 series depicting a woman walking through a room that looks very similar to how the Apple room looked at the end of "Crush." The woman picks up a guitar that survived the destruction and begins to play – using her Galaxy Tab S9 to display her music as the words "Creativity cannot be crushed." Pretty effective, right? Even the tweet/x proudly proclaimed, "We would never crush creativity. #UnCrush." But just when you think that Samsung has taken the high ground and delivered an impactful PR blow, Samsung proudly promoted that the Galaxy Tab S9 series comes with "Galaxy AI." Needless to say, it didn't take long for the irony of a company promoting AI to lecture another company about crushing creativity to rise to the surface and make its way around social media.

A big part of Apple's iPad presentation wasn't just for anyone interested in their latest tablet, it was to let investors & Wall Street types that Apple was indeed in the AI game despite seemingly lagging behind Google & Microsoft. Skipping to the M4 chip wasn't some altruistic move, it's to let everyone know AI is ineed part of Apple's future.

The same AI that has scraped the internet & used the work of creatives without compensation and credit. Now it's going to part of a device that creatives use to make that work, but in the near future that device will help anyone use AI to generate the work of others for their own ease of use.

Samsung thinking it was just as clever as Apple ended up using AI to make their ad to mock Apple's ad, somehow oblivious to the fact that AI was a part of the issue with Apple's ad.

Tech companies obsessive rush to make AI the all important future goldmine keep missing the cost to people, all the while touting how it will help people. Making them completely blind to some of the complaints of those who they are improving their AI off of ( unless that some has the legal ability to threaten companies with lawsuits, which now make AI efforts seek deals ), like making a Crush ad.
 
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jimthing

macrumors 68000
Apr 6, 2011
1,990
1,164
Today saw a ~5min segment on UK terrestrial TV channel BBC 1 primetime comedy panel show...

2024.05.24.Fri 21:00-21:30 - Have I Got News For You - s67e08 - Apple segment

Part 1/2:




Part 2/2:
 
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kazmac

macrumors G4
Mar 24, 2010
10,095
8,630
Any place but here or there....
I can see where replacing artists with AI for the recent version of Logic without, first, properly optimizing Logic for a person... Could be a dealbreaker. Come on, one processing thread for live processes. Flippin' lame!

Things that should have gone in that press...



11. Jony Ive
😂😂😂 A funny slight at his obsession with thin devices.
 

jlc1978

macrumors 603
Aug 14, 2009
5,530
4,324
Today saw a ~5min segment on UK terrestrial TV channel BBC 1 primetime comedy panel show...

2024.05.24.Fri 21:00-21:30 - Have I Got News For You - s67e08 - Apple segment

There is nothing like British comedy.

Love, hate, or indifferent abut the ad, it got Apple a lot of free publicity.
 
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