![A screenshot of Apple’s “Crush” ad, where an industrial press menaces a piano.](https://cdn.vox-cdn.com/thumbor/Ix0nGhiaUd11V3O15IrViwF5CUo=/320x0:2699x1586/1310x873/cdn.vox-cdn.com/uploads/chorus_image/image/73337486/Screenshot_2024_05_09_at_10.59.26_AM.0.png)
I wonder if Apple CEO Tim Cook was surprised by the visceral revulsion many people felt after viewing the newest commercial for Apple’s iPad. In it, a plethora of creative tools are flattened by an industrial press. Watching a piano, which if maintained can last for something like 50 years, squished to advertise a gadget, designed to be obsolete in less than 10, is infuriating. The backlash was immediate.
The message many of us received was this: Apple, a trillion-dollar behemoth, will crush everything beautiful and human, everything that’s a pleasure to look at and touch, and all that will be left is a skinny glass and metal slab.
Astoundingly, this is meant to sell a product. “Buy the thing that’s destroying everything you love,”…
In this article:
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