The controversial announcement “Crush”, With which Manzana promoted its new iPad, received criticism from the creative industry because they considered that the image of a company crushing artistic elements was an attack on creativity. It was emulated a few days later by Samsung, which valued art; and now it has also been evoked by the Heat Initiative Collective to claim to the technology greater protection for minors.
The organization, made up of advocates and experts in child protection, works to ensure that large technology companies eliminate audiovisual material related to child abuse from their ecosystems. And as part of that mission, it has made Apple one of its main objects of criticismmaking the Cupertino firm the protagonist of many of its campaigns.
In the last one, he used, precisely, the Apple advertisement that has been so much talked about in recent weeks. Under the concept “Don’t Crush Chilhood”, Heat Initiative reproduces, through animation techniques, the scene of the mechanical press -which in this case is an iPhone-, but gives it a positive twist by getting a young girl to prevent dolls and toys from being crushed. The piece ends with the message “Apple, build a future without child abuse”.
The piece serves as a vehicle for the demands that Heat Initiative has been making to the company for some time. Among other things, it proposes the creation of Simple reporting tools in iMessage so that both boys and girls and parents can report inappropriate images and harmful situations.
It also requests that you better monitor and Control of applications available in the App Store to make those applications dangerous to children available to minors. In addition, it demands that only those apps appropriate for their age be advertised to minor users.
On the other hand, Heat Initiative also asks Apple to stop the storage and sharing of child sexual abuse images and videos on iCloud.
