Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
The commercial shows a large crushing device, squishing tangible objects used to create art, music – a piano, paints, and a guitar are shown to be crushed.
when the machine is finished, it shows the latest, thinnest iPad.
It’s intended as a metaphor for all the things you can create with iPad.
but in a world of people being tired of technology, it’s seen as squishing out the arts.
“It’s just a few people -“ no, it’s a lot of people, many of them bluechecks, the people who throw themselves entirely into the tech machine. I don’t really want to embed those people, but here’s a screenshot[Spoiler (click to open)], and here’s one person who doesn’t have one at least, an actual artist;
Jobs would never have approved this. It conveys contempt for tools and the arts. Don’t doubt it’s unintentional but it’s in bad taste.
— Macroblock (@sainimatic) May 7, 2024
“but we’re talking about it – ” true! that doesn’t mean you have to buy this!
