Apple’s ‘Crush’ ad is disgusting

We all get the ad’s ostensible point: You can do all this stuff in an iPad. Great. We could also do it on the last iPad, of course, but this one is thinner (no one asked for that, by the way; now cases won’t fit) and some made-up percentage better.

What we all understand, though, because, unlike Apple ad executives we live in the world, is that the things being crushed here represent the material, the tangible, the real. And the real has value. Value that Apple clearly believes it can crush into yet another black mirror.

This belief is disgusting to me. And apparently to many others, as well.

Destroying a piano in a music video or Mythbusters episode is actually an act of creation. Even destroying a piano (or monitor, or paint can, or drum kit) for no reason at all is, at worst, wasteful!

But what Apple is doing is destroying these things to convince you that you don’t need them — all you need is the company’s little device, which can do all that and more, and no need for annoying stuff like strings, keys, buttons, brushes or mixing stations.

We’re all dealing with the repercussions of media moving wholesale toward the digital and always-online. In many ways, it’s genuinely good! I think technology has been hugely empowering.

But in other, equally real ways, the digital transformation feels harmful and forced, a technotopian billionaire-approved vision of the future where every child has an AI greatest friend and can learn to play the virtual guitar on a cold glass screen.

Does your child like music? They don’t need a harp; throw it in the dump. An iPad is good enough. Do they like to paint? Here, Apple Pencil, just as good as pens, watercolors, oils! Books? Don’t make us laugh! Destroy them. Paper is worthless. Use another screen. In fact, why not read in Apple Vision Pro, with even faker paper?

What Apple seems to have forgotten is that it is the things in the real world — the very things Apple destroyed — that give the fake versions of those things value in the first place.

A virtual guitar can’t replace a real guitar; that’s like thinking a book can replace its author.

That doesn’t mean we can’t value both for different reasons. But the Apple ad sends the message that the future it wants doesn’t have bottles of paint, dials to turn, sculpture, physical instruments, paper books. Of course, that’s the future it’s been working on selling us for years now, it just hadn’t put it quite so bluntly before.

When someone tells you who they are, believe them. Apple is telling you what it is, and what it wants the future to be, very clearly. If that future doesn’t disgust you, you’re welcome to it.