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Apple crushes creativity and its reputation in new iPad ad (www.theregister.com)

submitted 6 months ago by 0nekoneko7@lemmy.world to c/technology@lemmy.world

84 comments fedilink hide all child comments

The ad itself depicted a mechanical crusher destroying artifacts of human creativity. A trumpet, guitar, sculpture, piano, drawing board, paints, a metronome, several analog cameras, a turntable, and hi-fi equipment were among the much-loved items yielding to the machine's unstoppable force.

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[–] helpImTrappedOnline@lemmy.world 44 points 6 months ago (4 children)

This whole outcry is a joke.

They're symbolizing all the creative things, that they just talked about, that you can do with the iPad.

If you got Apple is "destroying creativity" from that, you A) only saw the clip or B) are searching for problem.

[–] Shadywack@lemmy.world 28 points 6 months ago (1 children)

If you got Apple is “destroying creativity” from that, you A) only saw the clip or B) are searching for problem.

The outcry's not really Apple, but tech in general. The backlash of crushing the human experience is the transition from valuing true art and creativity, and just lurching toward yet another do-everything screen that doesn't compliment creativity, but instead displaces it, with the hint of incoming generative AI.

Apple really doesn't give a fuck about art, creativity, expression, or for that matter quality anymore. They're good at making a thing that sells, they're good at marketing it, and they're good at convincing people of the cost vs worth equation that gives them insane margins over their chic branding. I love the outcry not because of any validity behind the detriment of tablets and smartphones (which is absolutely there) but moreso because it's entertaining when a company renowned for their advertising prowess fucks up so publicly then backpedals with apologies.

Good times, and fuck Apple.

[–] Kiernian@lemmy.world 3 points 6 months ago

Yeah, I'm no marketing guru, but I feel their actual point would have been better conveyed by a pile of all of the things the iPad replaced slowly gathering dust, spider webs, and eventually archaeologists.

[–] rottingleaf@lemmy.zip 11 points 6 months ago

I'll try to explain this to you - the video shows crushing of plethora of sophisticated, subtle, powerful instruments and then says you can replace them all with Apple's picture poking thing. The preciousness of that thing is not shown to us. The preciousness of those instruments is implied, because we know what they are.

We literally see the precious being crushed and some shit being offered instead after crushing it. Like "I broke all your toys cause I think this one is better and you are going to like it".

[–] Kbobabob@lemmy.world 3 points 6 months ago (1 children)

Especially considering this ad from LG in 2008.

https://youtu.be/SblMbEsMq8Q

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[–] ShepherdPie@midwest.social -2 points 6 months ago

I think it's supposed to be inflammatory so that we all talk about it and make it viral. This isn't the first time Apple has done this.