Wtf is happening here???
In my last post, “In a World” (linked below) I alluded to the 2D effect of screen time— and then Apple comes out with this dystopian vision. No doubt it was tested, focus grouped, and rubber stamped in quadruplicate. Yikes.
Since its inception, Apple has made it its business to future cast — not only to pick up trends, but to set them. Based on social media’s responses, Apple is feeling rotten right now. But something — something studied and trusted— made them do this. Is the “something” human at all?
History bears out that cinema by its nature has been predictive. I would postulate that advertising has been the “man behind the curtain.”
What kind of bellwether does this ad present? Would love to know your thoughts.
Noooooo!!!! Not the guitar and piano!!! Literally, WHO was the focus group for that claustrophobic crush-f*ck?
That does not make me want an iPad full of ruined stuff. Why not a wormhole, converting everything into colorful swirls of light, reforming as the pad?
This ad was made by a bunch of dudes that just wanted to see what would happen if you crush stuff. Honestly.
A paean to shallowness.