 |
|
|
|||||
Apple has reportedly apologized for its tone-deaf Crush! ad that sparked a furious backlash with artists, musicians and other creators. AdAge reports that Apple said the video missed the mark and has scrapped plans to run the cutesy-turned-cringey commercial on TV. Its clear that Apple intended for the ad to serve as a metaphor for all the myriad creative tools one has when they throw down $1,000 or more for a new iPad Pro. Run during Tuesdays event, the video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more. All I Ever Need Is You by Sonny & Cher soundtracks the clip. Soon, its revealed that the objects are all sitting on an industrial crusher, which descends upon the scattered creative instruments, exploding in plumes of satisfyingly colorful smoke. But when the crusher pulls back up, we see that everything was transformed into a shiny new iPad Pro. Apple A decade ago, this ad likely wouldnt have been a big deal. But Apples marketers completely whiffed on the context of the moment. The ad comes weeks before Apple will take the stage at WWDC to announce its generative AI features that its investors have been salivating for. Generative AI, as you may have heard, needs something to train on and that means humans work. It learns from existing content to make algorithmically generated words, pictures, music, voices or who knows what else. It also has the capability to put those same creators most of whom dont have cushy jobs at Apple or other Big Five tech companies out of work as corporations and consumers eagerly adopt the robots destined to put creators on the unemployment line. Context is everything, and Apple failed spectacularly there. Its ad serves as a pitch-perfect metaphor for generative AIs potential to crush human creation, turning us all into prompt artists who type words into text boxes to replace their years of training and experience. (Granted, generative AI has genuinely exciting applications, too, but much more needs to be made of the society-level chaos it can and will unleash.) Creativity is in our DNA at Apple, and its incredibly important to us to design products that empower creatives all over the world, Tor Myhren, Apple VP of marketing communications, told AdAge. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and were sorry. Hey, an apology means something. But well see what tone Apple adopts next month when it rolls out the tools that set the stage for the apology in the first place. Something tells me that train is out of the station and will be plowing forward full steam, no matter how much creativity the company has in its DNA. This article originally appeared on Engadget at https://www.engadget.com/apple-apologizes-for-its-tone-deaf-ad-that-crushed-human-creativity-to-make-an-ipad-211116524.html?src=rss
Category:
Marketing and Advertising
Google has an offer for iPad owners who are curious about the Pixel Tablet. The company has a trade-in promotion that covers at least the cost of the Pixel Tablet for iPad owners if not more, depending on which model you have. It works with Samsung tablets as well, but those trade-in values are lower. The Pixel Tablet costs $399 (without deals) for 128GB storage and no charging speaker dock. The promo works with iPads as old as the sixth-generation model from six years ago. For that, Google will give you a surprising $399 matching the Pixel Tablets base cost. That iPad model only cost $329 in 2018, so Google is overpaying by a lot for that one. However, Google balances that with much worse offers for modern, high-end iPads. For example, the 12.9-inch iPad Pro with M2 chip (2022) only nets $450. Until this week (when the company launched a new iPad Pro and iPad Air), Apple sold that model for $1,099, so we dont recommend that trade-in price. If youre done with a high-end iPad from the last few years, you can likely sell it on places like eBay, Craigslist or Swappa for significantly more. Sam Rutherford for Engadget The Pixel Tablet stands out from its Android-running competitors by working with a charging speaker base that lets the device double as a smart display, making it much more versatile. Engadgets Cherlynn Low thought that part overshadowed its core functionality as a tablet. As a smart display, the Pixel Tablet mostly shines. It has a useful dashboard, an easy-to-read interface and impressive audio quality, she wrote in our full review. The tablet has a 10.95-inch display with a 2,560 x 1,600 resolution (276 PPI) and runs on a Google Tensor G2 chip. It weighs slightly over a pound and is lighter than Android rivals like the Galaxy Tab S8 and OnePlus Pad. Its back has a nano-ceramic coating that gives it a premium, glass-like feeling that you may not expect from a $399 device. Accessories are where the Pixel Tablet stands out the most. Googles Pixel Tablet Case, sold separately for $79, has a built-in kickstand that makes the slate more versatile. What I love about the kickstand-hanger-combo is that it allows you to place the Tablet pretty much anywhere, Low wrote in Engadgets review. So when I want to hang it off a kitchen cabinet to follow along with a recipe video or keep watching Love Is Blind for example, I can. And though the 2,560 x 1,600 LCD panel isnt as vibrant as the OLED on Samsungs Galaxy Tabs, it still produced crisp details and colorful images. The star accessory is Googles $129 charging speaker dock, which you can use without removing the kickstand case. This product transforms the tablet into a smart display, potentially voiding the need for other smart home control hubs. The speaker has impressive sound for its size, making it easier to hear its responses if you arent right next to it. Googles fine print notes that the trade-in value will be finalized after receiving the tablet, and it could be lower if it determines the condition doesnt match what you selected during the trade-in process. The refund will be processed on the credit card you used to buy the Pixel Tablet (or through Google Store credit if you return your purchase during that time). Follow @EngadgetDeals on Twitter and subscribe to the Engadget Deals newsletter for the latest tech deals and buying advice.This article originally appeared on Engadget at https://www.engadget.com/get-up-to-450-off-a-google-pixel-tablet-when-you-trade-in-your-old-ipad-or-android-slab-192718892.html?src=rss
Category:
Marketing and Advertising
The Alienware m16 R2 is a rarity among modern laptops. Thats because normally after a major revamp, gadget makers like to keep new models on the market for as long as possible to minimize manufacturing costs. However, after its predecessor launched last year sporting a fresh design, the company reengineered the entire system again for 2024 while also limiting how big of a GPU can fit inside. So what gives? The trick is that by looking at the configurations people actually bought, Alienware was able to rework the m16 into a gaming laptop with a sleeker design, better battery life and a more approachable starting price, which is a great recipe for a well-balanced notebook. Design There are so many changes on the m16 R2s chassis its hard to believe its from the same line. Not only has Alienware gotten rid of the big bezels and chin from the R1, but the machine is also way more portable now. Weight is down more than 20 percent to 5.75 pounds (from 7.28 pounds) and its also significantly more compact with a depth of 9.8 inches (versus 11.4 inches before). For some style points, Alienware added RGB lighting around the perimeter of the touchpad. This result is a major upgrade for anyone who wants to take the laptop on the go. It fundamentally changes the system from something more like a desktop replacement to a portable all-rounder. Critically, despite being smaller, the m16 R2 still has a great array of connectivity options. On its sides are two USB 3.2 Type-A ports, a microSD card reader, an Ethernet jack and a 3.5mm audio socket. Around back, there are two USB-C slots (one supports Thunderbolt 4 while the other has DisplayPort 1.4), a full-size HDMI 2.1 connector and a proprietary barrel plug for power. Generally, I like this arrangement as moving some ports to the rear of the laptop helps keep clutter down. That said, I wish Alienware had switched the placement of the Ethernet jack and one of the USB-C ports, as I find myself reaching for the latter much more often. Display Photo by Sam Rutherford/Engadget The m16 R2 has a single display option: a 16-inch 240Hz panel with a QHD+ resolution (2,560 x 1,600). Its totally serviceable and for competitive gamers, that high refresh rate could be valuable during matches where potential advantage matters. But you dont get any support for HDR, so colors dont pop as much as they would on a system with an OLED screen. Furthermore, brightness is just OK at around 300 nits, which might not be a big deal if you prefer gaming at night or in darker environments. But if you plan on lugging this around to a place with big windows or a lot of sunlight, games and movies may look a bit subdued. That said, its not a deal breaker, I just wish this model had some other display options like the previous one. Performance While the m16 R2s sleeker design is a major plus, the trade-off is less space for a beefy GPU. So unlike its predecessor, the biggest card that fits is an NVIDIA RTX 4070. This may come as a downer for performance enthusiasts, but Alienware said it made this change after seeing only a small fraction of buyers opt for RTX 4080 graphics on the old model. Even so, the R2 can still hold its own when playing AAA titles. In Cyberpunk 2077 at 1080p and ultra graphics, it hit 94 fps, barely behind what we saw from the ASUS ROG G16 (95 fps) with a more powerful 4080. And while the performance gap grew slightly when I turned ray tracing on, the m16 still pumped out a very playable framerate of 62 fps (versus 69 fps for the G16). Battery life One of the biggest benefits of the m16 R2s redesign is that it allowed Alienware to install a larger 90Wh battery versus the 84Wh pack in its predecessor. When you combine that with components and fans better tailored to the kind of performance this machine delivers, you get improved longevity. On our rundown test, the m16 R2 lasted 7 hours and 51 minutes, which is longer than both the Razer Blade 14 (6:46) and the ASUS ROG Zephyrus G14 (7:29) and just shy of what we got from a similarly specced XPS 16 (8:31). That said, its still not as good as the ASUS G16s time of 9:17. Regardless, the ability to go longer between charges is never a bad thing. Meanwhile, for those who want to pack super light, one of the m16 R2s USB-C ports in the back supports power input, though you wont get the full 240 watts like you do with Alienwares included brick. Wrap-up Photo y Sam Rutherford/Engadget For 2024, it would have been so easy for Alienware to give the m16 a basic spec refresh and call it a day. But it didnt. Instead, the company looked at its customers' preferences and gave it a revamp to match. So despite not having the same top-end performance as before, the R2 is still a very capable gaming laptop with a more compact chassis, improved battery life and a lower starting price of $1,500 with an RTX 4050. Sure, I wish its display was brighter and that there was another panel option, but getting 240Hz standard is pretty nice. Really, the biggest argument against the m16 R2 is that for higher-specced systems like our $1,850 review unit with an RTX 4070, you can spend another $150 for an ASUS ROG G16 with the same GPU, a brighter and more colorful OLED display and an even lighter design that weighs a full pound less. But for people seeking a well-priced gaming machine that can do a bit of everything, theres a lot of value in the m16 R2.This article originally appeared on Engadget at https://www.engadget.com/alienware-m16-r2-review-when-less-power-makes-for-a-better-laptop-174027103.html?src=rss
Category:
Marketing and Advertising
All news |
||||||||||||||||||
|
||||||||||||||||||