Apple is crushing it

But not in a good way.

You might’ve seen this oddly dystopian ad introducing the new iPad.

Apple has always been known to be against the “normal” way of doing things…

"Think Different" they say…

This ethos of being for creative and visionary people is arguably what made the brand so desirable to the masses.

Yet they opted to crush a bunch of beautiful objects that many of these very people find deep meaning and value in.

This ad almost depicts their transition into another soulless tech giant.

I will say — the set design in this ad is quite beautiful …

Until they flattened everything.

I get the general concept that the skinny iPad can do it all...

But perhaps there’s another angle here that I’m missing?

It'll be interesting to see what's in store for Apple in the years to come.

– Charles

Song(s) of the day
From The North EP (Live) by GoGo Penguin