Bill Carter writes that the ill-conceived ad seems to celebrate the destruction of human creativity
Apple is apologizing: that ad for the new iPad Pro with the all-powerful hydraulic press squeezing every element of culture and human experience into one wafer-thin device may have been a tad ill thought out. The ad, set to an old Sonny and Cher song, “All I Ever Need Is You,” seems to celebrate the destruction of human creativity, as we see a piano, a sculptured bust, all manner of art supplies, cameras, a television and more, being violently crushed.
It hit a nerve, perhaps because many of them have been compelled to protests and labor strikes due to a combination of higher costs of living, corporate consolidations, layoffs, diminishing outlets for paying jobs in the arts, all accompanied by visions of a future where every one of them is replaced by a computer-generated version of themselves.
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