The ad's visual metaphor of a giant crushing machine destroying items representing the arts was criticized for seemingly accepting that technology, driven by advancements in AI, could surpass traditional creative endeavors and potentially threaten livelihoods.
Celebrities like Hugh Grant and Justine Bateman expressed strong disapproval, with Grant questioning Apple's decision to depict crushing arts and Bateman highlighting concerns about technology and AI undermining arts and society.
Apple faced backlash, leading them to pull the ad from TV and issue an apology for 'missing the mark,' emphasizing their aim to celebrate various forms of expression.
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