In a final act of destruction, it pops the eyes out of a ball-shaped yellow emoji. When the compressor rises, it reveals Apple's latest commodity: the updated iPad Pro.
Rather than seeing a device that could help them create, as Cook suggested, they saw a metaphor for how Big Tech has cashed in on their work by crushing or co-opting the artistic tools that humanity has used for centuries.
"It's unusual in its cruelty," said Justin Ouellette. "A lot of people see this as a betrayal of its commitment to human creative expression and a tone deafness to the pressures those artists feel at this time."
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