As was very clear almost as soon as Apple CEO Tim Cook posted it on X, people were not impressed with the ad's message. Many accused the brand of being tone-deaf and alienating creative professionals-the very people Apple wants the ad to reach.
Crushing the symbols of human creativity to produce a homogenized branded slab is pretty much where the tech industry is at in 2024.
The not-so subtext here is that at a time when there is a lot of concern, discussion, and argument around the increasing role of technology-particularly AI-in creative work across music, movies, art, fashion, and more, here is Apple using visceral destruction to demonstrate the superiority of that technology.
This iPad ad is just so wildly narcissistic and tone-deaf. Celebrating creativity by literally destroying every symbolic creative tool... 'You won't need these anymore, you only need me.' Seems like a good metaphor for the state of the tech industry these days.
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