Paul Stenhouse: Apple's iPad launch went as expected but their new ad missed the mark - Saturday Morning with Jack Tame

Apple's iPad launch went as expected 

They announced a new M4 chip just months after the M3, and put it in their iPad Pros. These chips are blazing fast. Oddly, the iPad Pro is thinner and lighter than the iPad Air - which makes no sense. The lineup is getting super complicated, with each iPad flavor now almost having its own accessories. 
 
They are leaning into the Pro part of the iPad though. Final Cut can now bring in external projects and use media on external drives. The new "Final Cut Camera" gives pro-level control on both iPhone and iPad and allows the output to be streamed back to an iPad where four cameras can be monitored and recorded. The iPad Pro is becoming a TV control room in a device. 
 
The new ad though, missed the mark 

It showed creative objects —instruments, paint, a record player— being crushed into an iPad. Yes, it can do it all, but at what cost? Actor Hugh Grant called it a “destruction of human experience". It's starting to show the fine line marketers are going to have to walk with AI too - how do you show that something is helpful, but not going to take away from the 'human experience'. Do we really want fully synthesized music? Digital paint brushes? A robot to become our friend? Maybe all this AI will send us back to non-internet connected cameras, notebooks, and picnics in parks with friends? 

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