Apple's latest advertisement, which shows a pile of creative tools and analog items being crushed into the shape of an iPad, has sparked negative reactions. The ad's message is that everything can be done on an iPad, which is thinner and supposedly better than its predecessor. However, this message is problematic as it implies that tangible, real-world items can be replaced by digital versions, which many find distasteful.
Destroying items in a music video or TV show can be seen as an act of creation or at worst, wasteful. However, Apple's ad destroys these items to convince viewers that they are unnecessary, and that everything they need can be done on an iPad. This move towards digital and always-online media has its benefits, but also feels harmful and forced.
Apple's ad suggests that physical instruments, books, and art supplies can be replaced with digital versions. However, it is these real-world items that give their digital counterparts value. The ad sends a message that Apple's vision of the future does not include these physical items, a future that it has been selling for years.
The ad clearly shows Apple's vision for the future. If this vision is not disturbing to you, then it is a future you are welcome to.
