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Apple doesn’t understand why you use technology

A screenshot of Apple’s “Crush” ad, where an industrial press menaces a piano.
“Buy our iPad or the piano gets it!” | Screenshot: Apple

I wonder if Apple CEO Tim Cook was surprised by the visceral revulsion many people felt after viewing the newest commercial for Apple’s iPad. In it, a plethora of creative tools are flattened by an industrial press. Watching a piano, which if maintained can last for something like 50 years, squished to advertise a gadget, designed to be obsolete in less than 10, is infuriating. The backlash was immediate.

The message many of us received was this: Apple, a trillion-dollar behemoth, will crush everything beautiful and human, everything that’s a pleasure to look at and touch, and all that will be left is a skinny glass and metal slab.

Astoundingly, this is meant to sell a product. “Buy the thing that’s destroying everything you love,”…

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