05/08/2024
Apple's new advertisement for the iPad Pro, titled "Crush," is absolutely stupid and has sparked worldwide controversy due to its perceived dystopian themes, drawing comparisons to its iconic 1984 commercial. In the original ad, a vibrant heroine disrupts a monotonous, authoritarian broadcast, symbolizing liberation from conformity.
https://lnkd.in/gSDDRGJt
The "Crush" ad depicts the destruction of various analog and artistic tools by a crushing machine, culminating in the reveal of the new, ultra-thin iPad Pro.
https://lnkd.in/guScbHTp
This imagery has been criticized for promoting a digital replacement of physical, creative mediums, suggesting a grim future for us creatives where digital technology overshadows traditional artistic practices.
And they didn’t even include in the ad their plans for embedding AI into the tech.
Critics, from academics to artists and other industry professionals have expressed their disappointment and concern over the ad's message, viewing it as a stark departure from the empowering narrative of the 1984 advertisement.
It just goes to show that it is hard to hold onto freedom and liberty when institutions get too big and in Apple’s case bigger than many countries of the world. They just don’t care nor even want to hide it!
#1984