I briefly wondered whether Apple was trying to drive controversy and engagement as a means of shifting units. But it doesn’t really seem like its style. Photograph: Brooks Kraft/ Apple Inc via Getty Images, which is called “Crush”, begins with a series of establishing shots, a mise en scène in which we see a lavish arrangement of items – a metronome, a record player, a sculpted bust, a piano, several tins of paint – carefully displayed on a platform.
It’s a vivid dramatisation of a common means of conceptualising progress in technology; it is, in this sense, very much like those memes that show an iPhone surrounded by all the gadgets it has replaced or made obsolete – a rotary dial telephone, a Walkman, a wristwatch, a pile of books, a stack of newspapers.
There’s too much death: Prospect of an ‘official’ British history of the Troubles is hurtful to families like mineI hardly need to enumerate the effect the tech business has had on the arts and culture in that time –and Apple Music of the means by which many musicians used to make a living; the threat posed to film industry workers by the continuing encroachment of AI on visual effects, screenwriting and post-production.
Watching the ad, I briefly wondered whether its makers were, in fact, trying to do exactly that – whether perhaps Apple was attempting to drive controversy and engagement as a means of shifting units. But it doesn’t really seem like its style; Apple has always carefully cultivated creative associations around its corporate brand, successfully pitching it as the chosen technology of designers and artists.
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