pendell

Current Hyperfixation: Wizard of Oz

  • He/Him

I use outdated technology just for fun, listen to crappy music, and watch a lot of horror movies. Expect posts about These Things. I talk a lot.

Check tags like Star Trek Archive and Media Piracy to find things I share for others.



atomicthumbs
@atomicthumbs

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


You must log in to comment.

in reply to @atomicthumbs's post:

okay one more just to say i actually do this this might be the worst ad apple has ever done? like Make iPad was supposed to be their meal ticket after several flops and to start off on the foot of "compress and destroy all art" for the ostensibly Artist Tablet is. bold.

i think maybe the fundamental problem here is if you want to show how there's a bunch of artistic tools in this ipad you can't do that by showing them all physically breaking. that just doesn't work visually i think

When OK Go did a video where they blew up guitars, they made a point of letting people know that they'd bought QA rejects from a guitar factory, because of course it would be wasteful to destroy new, functional instruments.

I hope Apple did something similar here. They might have, just for budget reasons? But they have a huge advertising budget and no damn sense so I don't know.