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I had no idea this ad existed until this came through here. But having watched it: seems totally fine. They're just playing "earth". To make diamonds you apply

I had no idea this ad existed until this came through here. But having watched it: seems totally fine. They're just playing "earth". To make diamonds you apply pressure. The iPad is the diamond resulting from crushing all that creativity into a tiny form factor. Or something like that.

pesfandiar 2y ago
The ad had multiple shots where the creative tools were crushed. There was too much emphasis on destruction as opposed to compression.
- marklyon 2y ago
  Exactly. Had they invoked the idea of a shrink ray and knolled the tiny items, then pressed those into a unified object, revealed to be the latest iPad (with a needlessly spec-bumped processor and inflated price) then it might have accomplished their objective.
dorkwood 2y ago
I've seen a few people mistake the outrage felt by artists as them misunderstanding the concept. I'm an artist, and I understand the concept just fine (all these tools are squeezed into the form factor of an iPad! Our thinnest one ever!) but the visual itself is tone deaf. Especially with artists feeling so threatened by tech companies this year, using a metaphor that shows their tools quite literally being crushed is insensitive. It's a bit like if you made a video that showed my dog getting crushed in a hydraulic press and replaced with a tamagotchi-like device. Like, I get the idea, but it still makes me want to cry.
- tharkun__ 2y ago
  Now if you say it like that it does make sense to me why people would be outraged. While shorter than the very short "article" your comment actually explained it and makes me understand. The article did no such thing.
- trimethylpurine 2y ago
  >the *outrage* felt by artists Which definition applies here? Outrage: 1. An act of extreme violence or viciousness. 2. Something that is grossly offensive to decency, morality, or good taste. 3. Resentful anger aroused by a violent or offensive act, or an instance of this. I think people are just a little critical, more than they are outraged. I have a deep hope that you're not outraged. I'm typically critical of Apple's value and technology, but I am far more offended by what is a clear oversensitivity to art, and expression, which is by far the greater crime to the arts and to society as a whole. The idea that people can't make art or express themselves for fear of other artists' outrage is what's truly outrageous.
  - makeitdouble 2y ago
    I'd pitch for a mix of 2 and 3. To set my bias, I'm surrounded by music people and their instrument is basically an extension of themselves, they spent hours everyday touching it, for their whole life since 4. For some it's also the most expensive thing they own. Some violinists are put off by music videos with violins played in the rain. Apple's ad would be traumatic. > The idea that people can't make art or express themselves for fear of other artists' outrage is what's truly outrageous. Eliciting a reaction is part of art, and people getting outraged is par for the course. You're also totally free to outraged at the outrage, that's the cycle.
    - timr 2y ago
      > I'm surrounded by music people and their instrument is basically an extension of themselves, they spent hours everyday touching it, for their whole life since 4. For some it's also the most expensive thing they own. Meh. I was very into music growing up, and still play. It doesn't bother me in the least to see a musical instrument that is not my own being destroyed, any more than I have a reaction to seeing a car being destroyed in a movie ("some people really love cars!") or someone blowing up a building ("some people really love architecture!") or an artwork being burned/modified/mutilated ("some people really love art!"), or food being wasted/destroyed ("some people really love cooking!") all of which are more-or-less common in mass media. (To wit: someone else here pointed out the OK Go music videos where they -- professional musicians! -- destroy all sorts of things, including musical instruments. Those were great, btw.) While I do not exclude the possibility that some people may have feelings in reaction to seeing a generic musical instrument being destroyed, you can extend this metaphor to any number of areas where it's completely accepted to see similar acts of destruction. > Some violinists are put off by music videos with violins played in the rain. Apple's ad would be traumatic. More likely is that a few people are truly bothered, but lots of people engage in performative outrage for attention, which is so common that we have a name for it: pearl-clutching.
- DonHopkins 2y ago
  Maybe they were trying to appeal to the MAGA audience, the same way Kristi Noem was so sure she could win the Vice Presidency by bragging and doubling and tripling down on shooting a puppy and a goat in the face with a shotgun.
tivert 2y ago
> I had no idea this ad existed until this came through here. But having watched it: seems totally fine. I presume you're a technology person, so maybe it's a good illustration of how tech sensibilities are far from universal and can be extremely tone deaf.
- tharkun__ 2y ago
  See my other reply. What I neglected to add there is exactly what you mention. I'm a tech person. What's interesting is that an ad department was so tone deaf. Those aren't techies.
xdennis 2y ago
You're being too generous to an ad which isn't even original ( https://www.youtube.com/watch?v=NcUAQ2i5Tfo https://www.youtube.com/watch?v=NcUAQ2i5Tfo ).

pesfandiar 2y ago

The ad had multiple shots where the creative tools were crushed. There was too much emphasis on destruction as opposed to compression.

marklyon 2y ago
Exactly. Had they invoked the idea of a shrink ray and knolled the tiny items, then pressed those into a unified object, revealed to be the latest iPad (with a needlessly spec-bumped processor and inflated price) then it might have accomplished their objective.

dorkwood 2y ago

I've seen a few people mistake the outrage felt by artists as them misunderstanding the concept. I'm an artist, and I understand the concept just fine (all these tools are squeezed into the form factor of an iPad! Our thinnest one ever!) but the visual itself is tone deaf. Especially with artists feeling so threatened by tech companies this year, using a metaphor that shows their tools quite literally being crushed is insensitive. It's a bit like if you made a video that showed my dog getting crushed in a hydraulic press and replaced with a tamagotchi-like device. Like, I get the idea, but it still makes me want to cry.

tharkun__ 2y ago
Now if you say it like that it does make sense to me why people would be outraged. While shorter than the very short "article" your comment actually explained it and makes me understand. The article did no such thing.
trimethylpurine 2y ago
>the *outrage* felt by artists Which definition applies here? Outrage: 1. An act of extreme violence or viciousness. 2. Something that is grossly offensive to decency, morality, or good taste. 3. Resentful anger aroused by a violent or offensive act, or an instance of this. I think people are just a little critical, more than they are outraged. I have a deep hope that you're not outraged. I'm typically critical of Apple's value and technology, but I am far more offended by what is a clear oversensitivity to art, and expression, which is by far the greater crime to the arts and to society as a whole. The idea that people can't make art or express themselves for fear of other artists' outrage is what's truly outrageous.
- makeitdouble 2y ago
  I'd pitch for a mix of 2 and 3. To set my bias, I'm surrounded by music people and their instrument is basically an extension of themselves, they spent hours everyday touching it, for their whole life since 4. For some it's also the most expensive thing they own. Some violinists are put off by music videos with violins played in the rain. Apple's ad would be traumatic. > The idea that people can't make art or express themselves for fear of other artists' outrage is what's truly outrageous. Eliciting a reaction is part of art, and people getting outraged is par for the course. You're also totally free to outraged at the outrage, that's the cycle.
  - timr 2y ago
    > I'm surrounded by music people and their instrument is basically an extension of themselves, they spent hours everyday touching it, for their whole life since 4. For some it's also the most expensive thing they own. Meh. I was very into music growing up, and still play. It doesn't bother me in the least to see a musical instrument that is not my own being destroyed, any more than I have a reaction to seeing a car being destroyed in a movie ("some people really love cars!") or someone blowing up a building ("some people really love architecture!") or an artwork being burned/modified/mutilated ("some people really love art!"), or food being wasted/destroyed ("some people really love cooking!") all of which are more-or-less common in mass media. (To wit: someone else here pointed out the OK Go music videos where they -- professional musicians! -- destroy all sorts of things, including musical instruments. Those were great, btw.) While I do not exclude the possibility that some people may have feelings in reaction to seeing a generic musical instrument being destroyed, you can extend this metaphor to any number of areas where it's completely accepted to see similar acts of destruction. > Some violinists are put off by music videos with violins played in the rain. Apple's ad would be traumatic. More likely is that a few people are truly bothered, but lots of people engage in performative outrage for attention, which is so common that we have a name for it: pearl-clutching.
DonHopkins 2y ago
Maybe they were trying to appeal to the MAGA audience, the same way Kristi Noem was so sure she could win the Vice Presidency by bragging and doubling and tripling down on shooting a puppy and a goat in the face with a shotgun.

tivert 2y ago

> I had no idea this ad existed until this came through here. But having watched it: seems totally fine. I presume you're a technology person, so maybe it's a good illustration of how tech sensibilities are far from universal and can be extremely tone deaf.

tharkun__ 2y ago
See my other reply. What I neglected to add there is exactly what you mention. I'm a tech person. What's interesting is that an ad department was so tone deaf. Those aren't techies.

xdennis 2y ago

You're being too generous to an ad which isn't even original ( https://www.youtube.com/watch?v=NcUAQ2i5Tfo https://www.youtube.com/watch?v=NcUAQ2i5Tfo ).