everyone hates it: the beautiful tools of creativity crushed by a hydraulic press before it retracts, revealing a new, very thin iPad. the intent is clear: "the iPad has all this in it, and it's very thin!" but the execution is revulsive to everyone except whatever marketing execs came up with and approved the spot
i could have done better. it's astounding how easy it is to do better. turn the iPad into a window, nearly invisible from the side, and show artists pulling creative tools out of it piece by piece, assembling them, and using them to create art. come the fuck on
ironically, the fact that it's powered by the M4, whose main selling point is the more powerful inference accelerator for on-device generative AI (and other deep learning tasks), actually makes sense for the video: all culture will be crushed into a homogenous paste, to then be scraped together by the gormless and served to you as though it's worth something
ironically, the fact that it's powered by the M4, whose main selling point is the more powerful inference accelerator for on-device generative AI (and other deep learning tasks), actually makes sense for the video: all culture will be crushed into a homogenous paste, to then be scraped together by the gormless and served to you as though it's worth something
See this is exactly why my reaction to this was "people hate this? I love this. this is the perfect metaphor for why I can't stand tablets"
it has never mattered how thin a computer is.
(edit: but here i am giving them spread. sharing this ad, just like quote-dunking on a nazi, may be causing more harm than good by putting their repugnant messaging in front of more people. do not buy apple products if you can help it.)
shit, yeah, like... consider not watching this if you, like, care about beautiful things of any kind
it kept finding new ways to horrify us. the CAMERAS! gah. and that beautiful arcade cabinet. and the piano.
dark side of cyberneticism >< sometimes, like, stuff exists for a reason, and erasing all the distinctions between stuff isn't actually serving humanity's needs
Even for people who don't have a particular attachment to artistic tools:
- Cute cartoon character looking up right before being crushed
- Human form appearing to struggle against imminent demise
- A bunch of human-esque faces being destroyed, with one being the climactic moment
It feels like the target market was Judge Doom from Who Framed Roger Rabbit, jeez
