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.
Can we just STFU about this mediocre ad already? You’re giving it more airtime and more mental bandwidth. I didn’t think it was worth one day of headlines much less two or three.
Agreed. People like to get upset over nothing. It’s a stupid commercial that landed poorly. Someone in the marketing department has way too much control and probably didn’t do a very good focus group for this.
There are plenty of other things about Apple we could be complaining about.
Ignoring things like this is how we’ve ended up with an entire generation of people who Apple thinks are either too lazy or too stupid to create art or music on their own.
Note that I am not calling anyone lazy or stupid, I’m just stating Apple thinks this is a desirable outcome and is pushing forward with that plan
Not everyone has the physical talent, space, and time to learn to play an instrument.
Between working two jobs, never paying off student loans, unobtainable housing, and medical bankruptcy, yeah you’re right. Let’s just get our dopamine fix and be content with our squalor.
So the solution to that is to only make paint-by-numbers music that Apple will allow you to make with their pre approved apps? That sounds like a good way to end up with a lot of mediocre easily digestible music that all sounds the same…
First I’ve heard of it and you know, you can just ignore it lol. Yet you took the time to make a comment and… complain about talking about it?
I did get shown the ad, I thought “huh, it’s not like Apple to do ragebait marketing”. I thought that was just what that is, and that everyone can see that. The “Newphoria” marketing tagline I think was verging on it as well, but I didn’t see anyone moaning about it online. Much harder to avoid for me because it was on giant billboards and shop signs.
I guess it’s just working as intended if people are recycling it every day into news fodder, not like there’s anything else going on in the world (ongoing genocide? No we have four tweets about Apple’s new ad and boy are these tweets strongly worded!)
The absolute worst, most annoying thing about every Apple advert and the day-long adverts - the launch day events, is the freaking hyperbole.
(breathlessly exclaim:) The fastest ever. The thinnest ever. More cameras than ever! The most ever ever!
Breathtaking vividly bright Applewordsalad display technology
My coworker is fully bought in to the ecosystem, so I get the full experience every launch day. Listen critically sometime. Turn on your bullshit filter. It’s a fun game.
Why is thinnest ever placed in such high regard? Have you seen how ridiculous the new iPad Pro looks when the Pencil is attached to it for charging?
I think I’m in the vocal minority in that I really don’t give a shit about thin, especially if it affects performance, repairability, or battery life.
I got a pixel 8.
I’m really enjoying it.
But the camera doubles the thickness of the phone where it is.
And the case I have for it just gave up, and made the whole phone+case that thickness.
I’d have liked the actual phone to be that big, have a bit more battery - maybe even replaceable battery, a 3.5mm jack at stuff like that.
At some point, things get too thin to hold and use comfortably. I think the Nintendo switch highlights this, whereas the steam deck is much more comfortable to hold.
What case is that? I was thinking of getting the Pixel 8 and was looking for a case like you describe but didn’t find any
In 2007 I had a Gateway convertible computer. This thing was like 14 or 15 inches screen size, it had to have weighed 5 pounds with the battery attached, closed and without worrying about the battery’s additional thickness it had to have been an inch and a half thick. The thing is, it worked fine.
The Dell Inspiron that replaced it has one of those soft shell lithium batteries that inevitably bulge and stop the trackpad from clicking, there’s a fan that scrapes its housing because of how tight the clearances have to be…all so the thing can be about a half inch thick? Why?
Apple popularised two things that bug the shit out of me in addition to everything you said. “on iPhone” “on iPad” just sounds utterly wrong. It needs to be “on the iPhone” “on the iPad”. Now everyone is doing it.
The other is " breathlessly we’re excited to announce/we’re excited to share with you/we’re excited!!!big fucking cheesy grin". The whole point of having that whole “excited” or whichever adjective you want at that point of the sentence is to prep you and let you know what you’re supposed to feel. If it’s that good surely you shouldn’t have to tell me what I need to feel.
It’s because they’re trying to instill in your mind that you’re getting into an ecosystem. A way of life, even.
“XYZ on the iPhone” just makes it sound like an appliance.
“XYZ on iPhone” makes it sound like it’s an ecosystem. An experience. Something to be part of.
It’s a very deliberate (though subtle) marketing choice that I believe impacts how people view the brand.
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.
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.
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”.
Especially considering this ad from LG in 2008.
Here is an alternative Piped link(s):
https://piped.video/SblMbEsMq8Q
Piped is a privacy-respecting open-source alternative frontend to YouTube.
I’m open-source; check me out at GitHub.
I actually did not know that Tim Cook is a christian nut job.
These are the kind of ads you make when you have a profound lack of self-awareness.
