Blog 11
so, did everyone else see the new ipad pro ad or are you having a peaceful morning? because i just watched a hydraulic press murder a piano, a bunch of paint cameras, and a whole-ass sculpture to the tune of "all i ever need is you" and i think i need to lie down.
apple really said: "you know all those physical tools you've used to express your soul for centuries? what if we turned them into a pile of literal trash and gave you a thin piece of glass instead?"
the vibes are officially rancid. ### why this is a massive "no" from me:
the metaphor is way too loud: in a world where artists are already fighting for their lives against AI scraping and corporate "efficiency," watching a machine physically crush human creativity is... a choice.
RIP "think different": remember the 1984 ad where apple was the rebel smashing the big brother screen? now they are the big brother. they’re the ones doing the smashing.
who was this for?? who at apple hq thought "yes, the one thing musicians love is seeing a trumpet get pulverized"?
update: they actually apologized (!!) and said they "missed the mark." yeah, no kidding. you didn't just miss the mark, you crushed it into a pancake.
it’s giving dystopian. it’s giving "we don't actually like art, we just like tech." it’s giving "the thinness of the ipad is directly proportional to the depth of our cultural awareness."