The real sinister intent behind the new Apples ad is the destruction of real things you can own in place of temporary things you rent.
released a controversial new ad last week that it apologized for a mere 48 hours later. The ad, released on X, features a large collection of, including paints, a trumpet, a statue, a piano, books, and an acoustic guitar, stacked between the cold steel of an enormous hydraulic press.“All I Ever Need Is You” by Sonny and Cher plays in the background until everything has been flattened. Then the ram of the press moves back up away from the bed, revealing the new iPad Pro.
Apple has recently taken forays into the content creation business , but I don’t see the ad as an attack on artists or creativity. University of Notre Dame political philosophy professor Patrick Deneen hit closer to home when he, “Buy and keep real things. Books. Vinyl. Instruments. Art supplies. This destruction of actual things that you can own and keep, replaced by permanent renting of ‘virtual’ content, is what they are aiming at.
This is much closer to the real sinister intent behind Apple: the destruction of real things you can own in place of temporary things you rent. Just think about the iPad Pro being advertised now. How long will it be usable? Three years? Maybe five? Whether it’s an iPod, an iPhone, or an iPod, at some point, and usually far sooner than you think, Apple stops making software updates for all the devices you buy. You’re not really buying an iPad, what you are actually doing is renting access to Apple’s software-based platform services.
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