That Much-Despised Apple Ad Could Be More Disturbing Than It Looks

I think it is possible he gets this very wrong:

Picture it: A team of experienced, well-paid professionals spent months refining a strategy. Ideas were pitched, culled, refined, mocked up. Eventually, after countless steps, a winner emerged, and somehow it was this. They could have depicted all that gear being cheerfully shrunken and squeezed into one iPad, awaiting creative fun. Instead, they went with just demolishing it all. Did no one point out that people are increasingly wary of tech companies’ impact on the creative professions?

This ad, Crush, was created in-house, inside Apple, not by its normal ad agency. I hypothesize that the reason it was so tone deaf is that they used an Ai to create the ad, hoping they could get a cool ad without needing to have “a team of experienced, well-paid professionals” spending months refining a strategy. No ideas were pitched, none culled, nor refined, nor mocked up. It was all so easy, they thought. The tech bros could make their own cool ads.

The whole point was that they were encroaching on the creative professionals.

And because they did not have pros do any real work, they made the same mistake so many others have made with LLMs - amateurs trusted the output without engaging experts.

Apple actually had an ad released at the same time that was made by a pro ad agency, their normal one. It is actually quite effective and useful.

The all-new iPad Pro | The thinnest Apple product ever | Apple

This might explain why Apple apologized so quickly. Their ‘A-B experiment’ showed what a huge mistake they had made. Their LLM was not ready for prime time.

Sure, all speculation but I do wonder why Apple released 2 ads: one by the pros and one that they did themselves.