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It's more than just nostalgia. The ad visibly destroys items associated with creativity and culture, celebrates such destruction, and replaces it with an iPad.

It's more than just nostalgia. The ad visibly destroys items associated with creativity and culture, celebrates such destruction, and replaces it with an iPad. It reminded me of that scene in Pinocchio where the boys trash the mansion and the piano in it, it reminded me of book burnings. It could easily be understood as "screw the old world, it's all in our product now." And to a demographic of Apple buyers who actually tend to like culture, who are more likely than the average to attend actual concerts, visit a gallery or enjoy their vinyl collection, that was highly, highly offensive. Contrast that with Steve Jobs "It is a music player, it is a computer, it is a phone" skid from the iPhone introduction: Back then, it was not about replacing music players, it was a music player. The product was a tool, not the end. With the ad, the product is the end, not the tool.

yourapostasy 2y ago
Perhaps marking a turn of Apple considering itself the center of an ecosystem to the center of the ecosystem, trapped within an echo chamber of its own hall of mirrors?
polotics 2y ago
The issue is not so much destroying some hardware. It's more the lack of knowledge about the use of these tools. When does Apple expect a Vivaldi concert to feature the pianist only turning up with an iPad instead of a Grand? Same for all the tools on display in the add.
- saberience 2y ago
  I think the point is this, most people in this world can not and will not ever be able to afford a grand piano, however, they can afford an iPhone or iPad which lets them write, create, produce music.
discreteevent 2y ago
I didn't consider it offensive but I did not like it at all. My initial reaction was that Apple come across as bunch of ignorant wankers. That's just a visceral reaction but the more I thought about it the more I thought that it explains their behavior. They have become so lost in their own world that even though they are clearly intelligent they completely missed that people would have this reaction. (Even if they meant it to be arch or ironic it still shows they are out of touch. You know you are out of touch when you thought you were being clever if someone says: "I don't find that funny") As Alan Kay said "A change in perspective is worth 80 IQ points." Apple lost their perspective. The worst thing about it is that it plays into a very old caricature of tech geeks - giving everyone a bad name.

yourapostasy 2y ago

Perhaps marking a turn of Apple considering itself the center of an ecosystem to the center of the ecosystem, trapped within an echo chamber of its own hall of mirrors?

polotics 2y ago

The issue is not so much destroying some hardware. It's more the lack of knowledge about the use of these tools. When does Apple expect a Vivaldi concert to feature the pianist only turning up with an iPad instead of a Grand? Same for all the tools on display in the add.

saberience 2y ago
I think the point is this, most people in this world can not and will not ever be able to afford a grand piano, however, they can afford an iPhone or iPad which lets them write, create, produce music.

discreteevent 2y ago

I didn't consider it offensive but I did not like it at all. My initial reaction was that Apple come across as bunch of ignorant wankers. That's just a visceral reaction but the more I thought about it the more I thought that it explains their behavior. They have become so lost in their own world that even though they are clearly intelligent they completely missed that people would have this reaction. (Even if they meant it to be arch or ironic it still shows they are out of touch. You know you are out of touch when you thought you were being clever if someone says: "I don't find that funny") As Alan Kay said "A change in perspective is worth 80 IQ points." Apple lost their perspective. The worst thing about it is that it plays into a very old caricature of tech geeks - giving everyone a bad name.