The Problem with Apple’s Latest Ad: Crushing the Real
Introduction:
Apple is known for its clever and well-produced advertisements, but their latest one missed the mark. The ad depicts a tower of creative tools and analog items being crushed into the form of an iPad, which has caused a negative and visceral reaction from many, myself included. In this article, we will delve into the reasons behind this negative response and explore why Apple’s message is problematic.
The Value of Destruction:
The initial reaction to the ad is not solely due to the act of watching objects being crushed. After all, there are numerous video channels dedicated to the destruction of everyday objects. Additionally, we are aware that this type of destruction occurs regularly at recycling centers and transfer stations. Therefore, it is not the act of destruction itself that is causing the negative response.
The Perception of Value:
One might argue that the negative reaction stems from the value we attach to these objects. While some items, such as pianos, hold significant value, we often see them destroyed in action movies without feeling bad. However, most of the items being crushed in the ad are considered junk that can easily be bought on Craigslist or obtained for free at a dump. The problem lies not in the value of these individual items but rather in what they represent collectively.
The Problem with the Message:
The issue with Apple’s ad lies in the message it conveys, rather than the quality of the video itself. The ostensible point of the ad is to showcase that an iPad can replace all these tools and objects. However, what Apple fails to acknowledge is that these physical items hold real-world value. By destroying them, Apple is essentially telling consumers that they don’t need tangible tools such as strings, keys, buttons, brushes, or mixing stations. This belief is not only disconcerting but also disregards the significance and worth of physical objects.
The Destruction of Value:
When a piano is destroyed in a music video or an episode of Mythbusters, it can be viewed as an act of creation. Even destroying objects without a specific reason can be seen as wasteful at worst. However, Apple’s destruction serves a different purpose. They aim to convince consumers that these objects are unnecessary, and all they need is the company’s device. This disregard for physical tools and instruments is both harmful and forced.
The Digital Transformation’s Impact:
The digital transformation has undoubtedly brought about positive changes in various aspects of our lives. Technology has empowered us in unprecedented ways. However, there are also negative consequences associated with this shift towards the digital and always-online world. It seems as though there is a technotopian vision of the future being forced upon us, where every child has an AI best friend and can learn to play the virtual guitar on a cold glass screen.
The Value of the Real World:
Apple seems to have forgotten that it is the physical objects in the real world that give value to their virtual counterparts. A virtual guitar cannot replace the experience of playing a real guitar, just as a book cannot replace its author. While both virtual and physical versions can be appreciated for different reasons, Apple’s ad sends the message that the future they envision lacks physical instruments, sculpture, dials, and even paper books.
Apple’s True Intentions:
Apple has been working towards selling us this particular future for years now, but their latest ad makes their intentions even clearer. They want a future devoid of physical objects and solely reliant on their devices. If this vision does not disgust you, then it is a future you are welcome to embrace. However, it is essential to recognize the value and significance of the real world and not let it be overshadowed by a digital facade.
