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Apple’s ‘Crush’ ad is disgusting

Apple’s ads are generally smart, well-produced and trustworthy, but its latest spot, which depicts a tower of creative tools and mock objects compressed into the form of an iPad, falls short of expectations. Many people, myself included, have a negative and visceral reaction to this, and we should talk about why.

It’s not just that we’re watching things get crushed. There are countless video channels dedicated to smashing, burning, exploding and generally destroying everyday objects. Plus, of course, we all know this happens every day at transfer stations and recycling centers. So it’s not like that.

Not that these things are all that valuable in and of themselves. Of course, the piano has value. But we always see them blown up in action movies and don’t feel bad about it. I love pianos, but that doesn’t mean we can’t live without some abandoned baby grands. The same goes for the rest: Most of it is junk that you can pick up for a few bucks on Craigslist or pick up for free at a junkyard. (Maybe not the editing station.)

The problem isn’t the video itself, and to be fair to the people who made and shot it, the video is actually pretty well done. The problem isn’t the media, it’s the message.

We all know what this ad means at face value: You can do all of these things on an iPad. great. Of course, we could have done this with the last iPad, too, but this one is thinner (no one asked for it, by the way; the case doesn’t fit now), and some of the make-up percentages are better.

We all get it, though, because unlike the Apple advertising executives we live in this world, the things being crushed here represent material, tangible, real things. And the real thing has value. Apple clearly believes it can shatter its value into another black mirror.

This belief disgusts me. Apparently the same is true for many others.

Destroying a piano in a music video or MythBusters episode is actually an act of creation. Even destroying a piano (or monitor, paint can, or drum kit) for no reason is, at worst, a waste!

But what Apple is doing is destroying these things Make you believe you don’t need them — all you need is the company’s little device that does all that and more, without the need for pesky stuff like strings, keys, buttons, brushes, or mixing stations.

We are all dealing with the impact of a massive shift in media to digital and always-on. In many ways, it’s really good! I think technology has given tremendous power.

But in other, equally true ways, digital transformation feels harmful and forced, a tech-utopian billionaire-endorsed vision of a future where every child has an artificially intelligent best friend who can watch the cold glass screen. Learn to play virtual guitar.

Does your child like music? They don’t need the harp, throw it in the dump. An iPad is enough. Do they like to draw? Here, Apple Pencil works just as well as pens, watercolors, and oil paintings! books? Don’t make us laugh! Destroy them. Paper is worthless, use another screen. In fact, why not read in Apple Vision Pro, or even use faker paper?

Apple seems to forget that it’s the things in the real world—the very things Apple destroys—that give counterfeit versions of those things their value.

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

That doesn’t mean we can’t value both for different reasons. But the message of Apple’s ads is that it wants a future without paint bottles, turning dials, sculptures, physical instruments, or paper books. Of course, this is the future it’s been selling to us for years, it just hasn’t been expressed so explicitly before.

When someone tells you who they are, believe them. Apple tells you very clearly what it is and what it wants the future to look like. If that future doesn’t disgust you, you’re welcome to it.

#Apples #Crush #disgusting

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