Apple’s New iPad Ad Leaves Its Creative Audience Feeling … Flat

🌈 Abstract

The article discusses Apple's new iPad Pro ad, titled "Crush," which features a compressor flattening various objects before revealing the new iPad Pro. The ad is seen as a metaphor for the technology industry's impact on the creative community's fears.

🙋 Q&A

[01] Apple's New iPad Ad

1. What is the main message of the "Crush" ad for the new iPad Pro?

• The ad is meant to show how the updated iPad Pro can be used to create many different things, as the compressor flattens various objects before revealing the new iPad Pro.
• However, the ad has become a metaphor for the creative community's fears about the impact of the technology industry.

2. How does the ad depict the new iPad Pro?

• The ad shows the new iPad Pro as the "latest commodity" that is revealed after the compressor flattens various objects, including a trumpet, paint cans, a piano, and a ball-shaped yellow emoji.
• The ad emphasizes that the new iPad Pro is "the thinnest product [Apple has] ever created."

3. What is the reaction of the creative community to this ad?

• The ad has become a metaphor for the creative community's fears about the technology industry's impact on their work and livelihoods.
• The flattening of the various objects in the ad is seen as a metaphor for how the technology industry can disrupt and flatten the creative community.

[02] Implications for the Creative Community

1. How does the ad reflect the creative community's concerns about the technology industry?

• The ad's imagery of the compressor flattening various creative objects is seen as a metaphor for how the technology industry can disrupt and impact the work and livelihoods of the creative community.
• The creative community fears that the technology industry's focus on efficiency and commodification can undermine their creative process and autonomy.

2. What are the key concerns of the creative community regarding the technology industry?

• The creative community is concerned that the technology industry's emphasis on efficiency, scale, and commodification can threaten their ability to maintain their creative autonomy and unique artistic expression.
• They fear that the technology industry's influence can lead to the homogenization and standardization of creative work, undermining the diversity and individuality that is valued in the creative community.