She was the first woman to appear on one of the expected annual events at Apple – one in which the company announces its new products. But it was not of flesh and blood.
It was a photograph. And as the girl was not smiling – held actually a very straight face – the director of Adobe software company designs, Eric Snowden, edited your image on the stage until her full lips and red is converted into a smile.
Many of those present in the auditorium in San Francisco, applauded the demonstration of the possibilities offered by the new iPad Pro, a larger model (and, of course, more expensive) the famous tablet. Snowden showed how to use a new Adobe app, called “Photoshop Fix” to retouch images in the Pro iPad.
The presentation, however, immediately set off a series of criticisms of both companies. Adobe was giving an example of how your app can recognize facial components such as the mouth.
Apple in turn was presented with all the now traditional noise, its new tablet, a attempt to leverage the product after a drop in sales of smaller models.
However, while the audience applauded the model of the smile in the auditorium in San Francisco, comments popped on Twitter questioning the presentation.
The critics suggested that alter the expression of a woman is not a very wise way to behave at a time when many companies in Silicon Valley are working so that their workforces are no longer predominantly male.
Storm on the web
The newspaper’s editorial Technology Guardian tweeted: “After all that Apple picked because of issues relating to women, they choose EDIT YOUR FACE . A WOMAN WITH PHOTOSHOP I can with this “
Another user said.” Are you telling me that no one from Apple’s PR team has seen this show before and warned: ‘personnel, we will not force a woman smiling at it. ‘”
” Who the hell thought it would be a good idea to show an Apple product with a man creating a smile of a woman with Photoshop? “wrote another netizen.
“Apple makes a woman smile, but not exactly very successfully,” said CNET technology news site. “It is technically wrong:.? During an Apple event, a demonstration of Photoshop could have presented anything Instead, well … remember why there are so few women working with technology,” opined the site
.
Another site area, the TechInsider, said: “There are many arguments for which we should not tell women who smiled Some consider it a form of harassment – is something screaming for them aggressively when they walk. in the streets”. The site continues, noting that use Photoshop images of women is not uncommon, but almost a standard women’s magazine industry.
“The problem is that Apple could have used Photoshop on anything. colorful stripes of a zebra, painted your own logo, edited facial expression (its chief executive) Tim Cook to make him smile, “said TechInsider. “It is true that Apple was unaware of the connotations – especially in the context of scrutiny of diversity that surrounds the technology industry -. And stepped on a landmine”
Little impressed
Despite all this discussion, the Pro iPad seems to have impressed the experts.
Many question whether the professional market, the new tablet audience is willing to pay more than US $ 1000 (about US $ 3900) that the product cost with accessories. keyboard and stylus Apple Pencil – only the latter will cost US $ 99 (R $ 383)
E like the iPad Pro is almost the size of the brand notebook, the Macbook, the impact that market is also questioning the target.
Some experts say they believe that the new tablet is too big and very similar to the Surface Microsoft competitor. On new iPhones (6S and 6S Plus), the main novelty is the 3D Touch technology, which detects the degree of finger pressure that touches the screen.
The devices also come with a better camera, more processors fast and new colors. Many wonder, however, if the 3D Touch is reason enough for the consumer to exchange models launched last year by the new.
Investors do not seem very impressed. Apple shares closed with a fall of 1.9%, reflecting, experts say, the lack of products “Transformers really.”
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