I came across a news article in today’s WSJ, titled “Apple iPad Ad Draws Growing Backlash“. In case you missed it, the article is about an advertisement from Apple. The advertisement depicts a patchwork of creative tools being crushed to reveal a new iPad. Apparently, it is facing backlash on social media. I watched the ad after reading the news and it was not difficult to see why there would be a backlash.

The ad, unveiled by Tim Cook after Apple revealed new iPads Tuesday, shows a studio filled with musical instruments and other art and creativity instruments being physically crushed by a giant compressor. Once the compressor has done its job, an iPad is all that remains.

Why the backlash?

Actor Hugh Grant summarizes the primary reason behing the backlash in his X post:“The destruction of the human experience. Courtesy of Silicon Valley,”

Apple has been faltering in terms of products for few years now (post Steve Jobs). But in the advertising world, it was still considered one of the most creative advertisers, launching campaigns that were among the most widely admired in the industry. This may be the beginning of the end for that as well.

The root cause of all the troubles is that Apple has lost touch with what made it what it was towards the end of Steve Jobs’ tenure—a company that had perfected the art of enhancing human experience through technology.

Advertising is all about understanding human behavior, emotions, and experience. But the fundamental flaw here that is leading to the backlash is also one that plagues the AI world in general: the notion that technology needs to replace humans everywhere and in every aspect. I have written about this several times. Some of the best AI-enabled solutions will be those where humans and AI collaborate. The rest will be mere automation.

In a world where humans are being gaslighted that AI will eliminate or eradicate them, there can not be a more tone-deaf advertisement. Creativity in advertising, design, or the arts is all about connecting with the subjects. In the case of advertising, as indicated above, it is about connecting with human emotions and experiences. Failing at that level highlights that the problem within Apple is more deep-rooted. The problem is beyond product development and may have become cultural.

What made Apple what it was towards the end of Steve’s tenure was due to one and just one aspect- Steve’s ability to understand how to translated end user’s expectations, emotions and experience requirements into a technology product. Without that aspect, Apple’s devices are nothing more than high-end consumer electronics. The crux is, Apple’s USP is not automating tasks. Apple’s devices are about enhancing the human experience.

The ad depicts exactly the opposite.

And this is the case with the majority of technology solutions. We are so obsessed with showcasing the prowess of technology that we forget that the end user does not give a sh*t. The end-user cares only about how a new technology enhances how they can use the product. In a nutshell, they are looking for an improved or new experience. This applies to both industrial and consumer tech.

Those who understand and master this and make it part of their innovative culture will never have to worry about product obsolescence.