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Apple's New iPad Ad Slammed for 'Dystopian' Crushing of Creativity

May 8, 2024, 02:02 PM

Apple has recently faced significant backlash for its new iPad advertisement, which has been widely criticized for its portrayal of crushing physical tools of creativity, such as musical instruments and cameras, under a giant industrial hydraulic press. This metaphor, intended to symbolize the condensation of creativity into the sleek, uniformized form of the new iPad, has instead been interpreted as a dystopian vision of technology overpowering human creative expression. Critics argue that the ad, by depicting the destruction of cultural and artistic tools into a sanitized 'product', sends a message that is out of touch with Apple's traditionally creative-friendly brand identity. The controversy has sparked discussions on the impact of technology on creativity and the role of physical tools in the artistic process.