Apple's 'Crush' ad is disgusting | TechCrunch

Apple's 'Crush' ad is disgusting | TechCrunch

Apple can usually be trusted for clever, well-crafted ads, but it missed the mark with this one. Its latestin which a tower of creative tools and analog items is literally crammed into the shape of an iPad.

Apple has since apologized for the ad and canceled plans to televise it. Apple's VP of Marketing Tor Myhren The ad told Age: “We missed the mark with this video, and we're sorry.” Apple declined further comment to TechCrunch.

But many people, including myself, had a negative and visceral reaction to it, and we should talk about why. It's not just because we see things being crushed. There are countless video channels for smashing, burning, exploding and generally destroying everyday objects. Plus, of course, we all know this kind of work happens every day at transfer stations and recycling centers. So it is not.

And it's not like the things themselves are that valuable. Certainly, a piano is worth something. But we see them flying all the time in action movies and it doesn't look bad. I love pianos, but that doesn't mean we can't do without a few defunct baby grands. Same for the rest: it's mostly junk you can buy on Craigslist for a few bucks, or at the dump for free. (Maybe not an editing station.)

The problem isn't with the video itself, which, in fairness to the people who staged and shot it, is actually pretty well done. The problem is not the media but the message.

We all see the obvious point of the ad: You can do all these things on an iPad. Great. We could do it on the last iPad, of course, but it's thinner (no one asked for it anyway; the cases won't fit anymore) and some makeup percentage is better.

What we all understand, though — because unlike Apple's advertising executives, we live in the world — is that the things being crushed here represent the material, the tangible, the real. And real has value. Value that Apple clearly believes it can crush another Black Mirror.

This belief is offensive to me. And apparently many others too.

Destroying the piano In a music video or Mythbusters episode It is actually a process of creation. Even destroying a piano (or a monitor, or a paint can, or a drum kit) for no reason is, at worst, futile!

But what Apple is doing is destroying those things. To convince you that you don't need them. – All you need is the company's small device, which can do all this and more, and no annoying things like wires, keys, buttons, brushes or mixing stations.

We are all dealing with the effects of a wholesale media shift towards digital and always online. In many ways, it's really good! I think technology has been very empowering.

But in other, equally real ways, digital transformation feels harmful and forced, a technotopian billionaire-approved vision of the future where every kid has an AI best friend and learns to play virtual guitar on a cool glass screen. can

Does your child like music? They don't need a connection. Throw it in the dump. An iPad is good enough. Do they like to paint? Here, as good as Apple pencil, pen, watercolor, oil! Books? Don't make us laugh! Destroy them. Paper is useless. Use another screen. In fact, why not read with fake paper in Apple Vision Pro?

Apple seems to have forgotten that it's real-world things — things that Apple destroys — that give fake versions of those things value in the first place.

A virtual guitar cannot replace a real guitar; It is like thinking that a book can replace its author.

That doesn't mean we can't value both for different reasons. But Apple's ad sends the message that the future it wants is not bottles of paint, dials to turn, sculptures, physical devices, paper books. Of course, this is the future he's been working on selling us for years, he just didn't put it so bluntly before.

When someone tells you who they are, believe them. Apple is telling you what it is, and what it wants the future to be, very clearly. If that future doesn't displease you, you're welcome to it.

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