Apple Slammed By Users Over iPad Pro 'Crush' Ad (venturebeat.com) 172
Less than 24 hours after Apple held a special event to unveil the new, record-thin (0.20 inch, the thinnest Apple device yet) iPad Pro with M4 chip inside, which the company says is optimized for AI, it is facing a loud and fast-spreading public backlash to one of its new marquee video advertisements promoting the device -- a spot called "Crush." VentureBeat: The video features a giant, industrial hydraulic press machine -- a device category famous for appearing in viral videos over the last decade-and-a-half -- literally pressing down upon and destroying dozens of other objects and creative instruments, from trumpets to cans of paint. The ad concludes with the press lifting to reveal these objects have somehow been transformed into a new iPad Pro. The metaphor and messaging is pretty obvious: the iPad Pro can subsume and replace all these older legacy instruments and technologies inside of it, and all in a more portable, sleek, and more powerful form factor than ever before.
It's analogous to similar observations and advertisements other fans and creatives have made in the past about how PCs and smartphones replaced nearly all the individual gadgets -- stereo radios/boom boxes, journals, calculators, drawing pads, typewriters, video cameras -- of yore by offering many of their same core capabilities in a smaller, unified, more portable form factor. [...] People are revolted by the bluntness of Apple's metaphor, the destruction of beloved traditional instruments and objects which people hold in high esteem and affix intangible value to for their creative potential, and the overarching and perhaps unintentional messaging that Apple wants to literally flatten creativity and violently crush the creative tools of yesterday in favor of a multi-hundred dollar piece of luxury technology whose operating system and ecosystem of applications it tightly controls and restricts.
It's analogous to similar observations and advertisements other fans and creatives have made in the past about how PCs and smartphones replaced nearly all the individual gadgets -- stereo radios/boom boxes, journals, calculators, drawing pads, typewriters, video cameras -- of yore by offering many of their same core capabilities in a smaller, unified, more portable form factor. [...] People are revolted by the bluntness of Apple's metaphor, the destruction of beloved traditional instruments and objects which people hold in high esteem and affix intangible value to for their creative potential, and the overarching and perhaps unintentional messaging that Apple wants to literally flatten creativity and violently crush the creative tools of yesterday in favor of a multi-hundred dollar piece of luxury technology whose operating system and ecosystem of applications it tightly controls and restricts.
What a stupid article. (Score:5, Insightful)
I watched the video in question. https://www.youtube.com/watch?... [youtube.com]
It's a perfectly normal ad. In fact, it's not a bad one at all. It's about the creative potential in the device. This manufactured outrage is just really stupid, and the author should be ashamed for wasting bytes so frivolously. As should the slashdot submitter, and the submission approver. For that matter, I'm ashamed for having wasted other people's time in addressing it.
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Yeah someone just had a short deadline to publish and needed some quick-write mindless crap.
"Omg, omg, omg, once the new iPad Pro is out, I won't be allowed to buy a can of paint or use my trumpet or play my old 78s! Down with the fascists!!!!!"
Ugh, what utter stupidity. If it was closer to April 1 I would have assumed this was an April Fool's article.
From the river to the sea (Score:2)
No iPad for me.
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They could to the same AD for AI, but it crushes humans.
Re:What a stupid article. (Score:4, Insightful)
Seems like a bridge too far for me. I think people have to choose their outrage in advance to arrive at that as the implication. To me that ad just says that all of these things have virtual instrument versions available on this device - and they do. And the end of the ad drives the point home - that the point is about the diversity of creative tools available in a small form factor.
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The commercial is cute and very "Apple". Reminds me of the 1984 commercial in general style. But I don't see how a new Apple device, no matter how good, is going to replace paint buckets and real musical instruments. I don't think I'll go to a concert and see the drummer tapping away furiously at an iPad.
Sure there will always be _someone_ crying about something but is it really an article quality post at the source or worth a slashdot front page post?
My complaint here and I think OP's view is this artic
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Nope...more likely these days, you'll see the performer(s) miming to a backing track because they can't play or sing live...sadly.
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Nope...more likely these days, you'll see the performer(s) miming to a backing track because they can't play or sing live...sadly.
You need to go to see actual music instead of whatever you are going that gave you that impression. There is a lot more live music to see than crap pop*, karaoke (including reality TV "music" shows), and halftime shows. There are a lot of seriously talented people in music right now, on every level including the local scene wherever there is significant population.
* - not saying all pop music is crap, I'm specifically speaking of the "my sister is famous" and "reality show" type pop.
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You might want to look up Milli Vanilli.
This has happened before.
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The commercial is cute and very "Apple". Reminds me of the 1984 commercial in general style. But I don't see how a new Apple device, no matter how good, is going to replace paint buckets and real musical instruments. I don't think I'll go to a concert and see the drummer tapping away furiously at an iPad.
Sure there will always be _someone_ crying about something but is it really an article quality post at the source or worth a slashdot front page post?
My complaint here and I think OP's view is this article never should have been published and we never should have seen it reposted here because it's just silly net noise from a few random people on social media. There aren't 10k people protesting outside the Apple stores over this. I already read other sites that summarize the obscure crazy shit posted on Twitter, IG, TikTok, etc. No need to see it here, too, eh?
Completely true.
Just Click Bait.
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I disagree, sort of. I'm not surprised about the vocal minority here. We've always had out-criers when it comes to innovation replacing what was. I know the updated iPad isn't going to, but the ad creates that impression.
No it doesn't.
You are a clueless idiot to think so.
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I don't think I'm the clueless one here.
Yes, you are.
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Which is why I said as much. The "problem" here is that this add brings that to mind. People that didn't think about it, or forgot about it, are aware of it.
Occam's razor tells me that the complainers use Android devices, and just found another reason to bawl about something Apple.
Which begs the question: Why are Android Users watching an Apple Product Launch?
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Which is why I said as much. The "problem" here is that this add brings that to mind. People that didn't think about it, or forgot about it, are aware of it.
Occam's razor tells me that the complainers use Android devices, and just found another reason to bawl about something Apple.
Which begs the question: Why are Android Users watching an Apple Product Launch?
To have something to whine about.
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Whether Android users or not, Apple needs people to buy new stuff. Android has few parallels in this product, and the entire product category sometimes seeks dignity among other device categories like Chromebooks, various touch-screen traditional desktops, and phones-on-steroids.
The complainers gonna complain. As mentioned up-thread, this is Internet Noise. Tempest-In-A-Teacup.
Why indeed react? Because people gonna react. This is the Internet, where no one knows you're a dog. Will your dog look better with
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Re:What a stupid article. (Score:5, Insightful)
Humans are just a bit touchy about things that they think are special, think makes them special, or rely upon for a living. No real reason to overthink it.
Humans also have a deep seated need to hate "the other". Knowing that is pretty important.
I use MacOS, iPhone and Android, as well as Linux. It's weirdly amusing to watch the bashers go at it. Yes, my personal preference is Unix and Unix-y systems, but they all work.
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Same here. I use various hardwares, softwares, etc. Each one has its own strongness and weakness. They all work for me.
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Outrage at the outrage feeds the outrage cycle... news at 11!
Re: What a stupid article. (Score:2)
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Yep, way too many people are looking for every opportunity they can find to be "outraged".
If someone doesn't like the video/ad then my advice is "don't watch it"
Problem solved!
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Yep, way too many people are looking for every opportunity they can find to be "outraged".
If someone doesn't like the video/ad then my advice is "don't watch it"
Problem solved!
That's exactly it.
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The word you're looking for is "marketing."
The outrage is marketing. The author's article is marketing. The ensuing discussion is marketing.
This is all retarded.
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yeah quit wasting our time by posting on an internet forum!
ah dammit
anyway, I thought it was great. watching things being crushed is fun. I try not to get too "what does it mean?" for marketing videos.
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You see it a perfectly normal ad but some see the lie that advertising has become. I won't spend much time going into detail but the iPad can't replace any one of those products. You can't play an iPad like a trumpet. Where would blow into the iPad? That's not to say it doesn't have value but presenting it as a replacement is just plain stupid and a lie.
I would agree with you that outrage is at the other extreme and as stupid as the ad.
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Like it or not virtual instruments have now been around for decades, and they've been used to produce millions of tracks. No, you can't blow into an iPad. But sampled and simulated trumpets are available. Nobody is suggesting that you can replace instruments for all use cases. But you can replace instruments for many of them. And the iPads are now powerful enough to keep pace with the evolution of those instruments in the larger industry.
Bridges Man (Score:2)
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This outrage isn't manufactured. Just because you don't give a shit about something doesn't mean someone else needs to follow your mindset. You don't care? Fine, more power to you. If we want to talk about manufactured outrage, why did you even bother posting about something so meaningless to you that it could have been ignored?
The ad in question is quite generic in its marketing concepts, but it does actually hurt those of us who care about creative arts to see so many expensive things destroyed in the nam
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"If we want to talk about manufactured outrage, why did you even bother posting about something so meaningless to you that it could have been ignored?"
Well, in my defense, I did say I feel ashamed for doing it. But you may not have read that far. I mean, it was buried all the way in the 6th sentence in two short paragraphs. I should have realized some people wouldn't get there.
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"but it does actually hurt those of us who care about creative arts to see so many expensive things destroyed in the name of an advert for a shitty tablet."
You didn't "see" any expensive things get destroyed, any more than if I'd have drawn the ad in 20 minutes in a flip book. You are entitled to your outrage, but you should know it's just plain fucking stupid. Nobody smashed a piano. You do not have a legitimate reason to be outraged - you're manufacturing it.
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it does actually hurt those of us who care about creative arts to see so many expensive things destroyed in the name of an advert for a shitty tablet. Sure no one gives a flying fuck about the tin of paint, but watching a piano get crushed just to make an advert made me feel shitty
A shitty piano for a shitty tablet. I hope you...get over your pain.
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... This manufactured outrage is just really stupid, and the author should be ashamed for wasting bytes so frivolously. As should the slashdot submitter, and the submission approver. For that matter, I'm ashamed for having wasted other people's time in addressing it.
That said, as I'm writing this there are 118 comments. Sadly, that's a fairly high number here these days. So by that metric, the submission has to be counted as a success.
Re: What a stupid article. (Score:2)
While the article is indeed stupid, it is equally stupid that you can contort anything you do not like into a complaint about your political and cultural rivals.
Oddly enough, your grievance whine against grievance whiners is imposed on an irrelevant topic, which is exactly what you accuse them of doing.
Re: What a stupid article. (Score:4, Insightful)
Oddly enough, your grievance whine against grievance whiners is imposed on an irrelevant topic, which is exactly what you accuse them of doing.
I call 'em as I see 'em. Manufactured outrage is destroying this country. Nay, not just this country -- the "western world" as a whole.
I think it's relevant and incisive to mention it. Don't like it? Move along
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Oddly enough, your grievance whine against grievance whiners is imposed on an irrelevant topic, which is exactly what you accuse them of doing.
I call 'em as I see 'em. Manufactured outrage is destroying this country. Nay, not just this country -- the "western world" as a whole.
I'm not sure which aspect of it is worse, the manufactured outrage or the way it dulls proper outrage.
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You may have missed the moment at the end where I lamented the fact that I'm doing the same thing. :)
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The manufactured outrage is indicative of those who study Grievance Studies -- degrees that promote division, us-vs-them thinking, and seeing yourself as a victim -- an indispensable part of Identity Politics.
It reeks of high-school communist wannabe writing.
Shame on Slashdot for even showcasing that screed.
Lol, everything you don't like is communist. Did the article in question talk about seizing the means of production?
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People will bitch about anything.
That's the bottom line!
Could have been worse! (Score:2)
Now that would really freak the "users" out!
Could have been better (Score:2)
I thought the ad might show iPad Pros being crushed.
Who is fooling who (Score:5, Insightful)
Apple wants to literally flatten creativity and violently crush the creative tools of yesterday in favor of a multi-hundred dollar piece of luxury technology
You know what luxury is? Let me tell you its having a bunch of expensive musical instruments, artistic tools AND the space to store and use them. Sure an IPad is a luxury item in that you can live without one, but in real terms of having the ability to create in the spaces apple is alluding to, like music and visual arts, a iPad is a much more available to a lot more people than the traditional methods.
Dude is a snob, only people like me with a collection of fancy kit in large padded cased with names like Yamaha printed on them should be allowed to make stuff. The rest of you plebs are supposed to be just consuming!
Re:Who is fooling who (Score:5, Funny)
luxury is living in a world where you can see an ad like this and literally flip out over it and make a huge deal over it. i mean jesus breaded and deep fried christ on a stick at the county fair, people, don't you have jobs or something
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luxury is living in a world where you can see an ad like this and literally flip out over it and make a huge deal over it. i mean jesus breaded and deep fried christ on a stick at the county fair, people, don't you have jobs or something
Truly LOL!
Well said!!!
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I always thought the English expression "Jesus Christ on a bike!" was good but damn, that was funny.
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Yamaha?? If it's got a name on it you're just a pretender. It should be made by some more than half legendary long dead dude known only by his last name and require authentication by one of three or four people who have dedicated their lives to the study of this particular maybe-he-existed-maybe-not master.
And you better be wearing black when you play it.
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If they didn't spend a decade in a rural estate in India learning from one of three grandmasters who created the 12 such instruments in existence, they aren't true creators, and they should go to trade school and learn to be productive.
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a iPad is a much more available to a lot more people than the traditional methods.
Hardly. Just because you don't care about instruments enough to make space for them in your house doesn't mean they take up space. I see people literally living in a small studio apartment who have more than one instrument laying around. Incidentally my guitar cost me 300EUR, the iPad Pro from the advert costs 1200EUR assuming it's the lower end model. Are you saying with a straight face you find the latter to be "more available"? Bullshit!
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13-inch iPad Pro - $1299
Yamaha PSR-E373 Keyboard - $180
Yamaha PAC012DLX Electric Guitar - $220
Yamaha THR5 Modeling Amplifier - $210
Yamaha Ryden 5 piece Drumset - $420
Yamaha TRBX174 Bass - $250
Total for a whole band's worth of Yamaha instruments - $1280
All Guitar Center new instrument prices, easily found cheaper if you want to spend more than 3 minutes on it.
In comparison to the iPad, instruments are not expensive, even if they say Yamaha on the case.
Sheesh (Score:4, Interesting)
The people who are "horrified" by this computer-animated ad are almost certainly the same ones who will blather on about "deconstruction" and tell people how wonderful "destructive art" is - when the things are being destroyed in real life instead of in a rendered simulation.
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The people who are "horrified" by this computer-animated ad
It's not a computer animated ad. Sure parts of it are augmented by CGI (specifically the balls caught on the edge of the press, but for the most part CGI is paired with traditional real footage in many advertisements like this because it is faster and cheaper to do than trying to animate something from scratch.
Honestly I'm not sure what to make of your comment. Are you insulting the advert because you think it looks fake, or are you praising the CGI industry in general because you can no longer tell real an
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I think you're grossly underestimating how "real" CGI is now.
For the start, that's blatantly not a real press.
Secondly, it would be much, much cheaper to go ahead and make the whole thing CGI than to interweave fake and real shots.
There is literally no shot in that ad that has a reason to be "analog."
What to make of my comment? It's not a big stretch to know that CGI could easily handle that, for less money and time.
I'm insulting the people who are brag-posting how "horrified" they are to try and tout their
Seriously? (Score:5, Insightful)
Really? Is anyone outraged by this commercial other than the blogger who wrote the blog post?
Seeing the headline, I was expecting some evidence of wide-spread outrage and maybe some ridiculous blunder Apple somehow didn't forsee and walked into, head on. But nope, just some blogger who's somehow offended by a typical ad.
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Re:Seriously? (Score:4, Funny)
You READ the article? Okay, I'm willing to overlook it this time... but don't let it happen again.
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This quote always springs to mind when people comb social media for comments.
You've got to remember that these are just simple farmers. These are people of the land. The common clay of the new West. You know... morons
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Really? Is anyone outraged by this commercial other than the blogger who wrote the blog post?
Yes, I've seen multiple comments on Twitter about it by people who don't like the destruction. Sure you probably don't give a shit, heck most people don't. But pretending it's just one blogger alone in the world is just you being a gaslighting arse.
"Slammed by users" (Score:2)
You mean a few mushrooms sitting in basesments who could probably be counted on 2 hands whined something incoherent inbetween scrolling tik-tok.
AI? (Score:2)
These people need adblock (Score:3)
I weep for their souls.
Hard Eye Roll (Score:2)
I am incapable of rolling my eyes hard enough at this.
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I am incapable of rolling my eyes hard enough at this.
Ain't that the truth?!?
I am not offended by this ad (Score:2)
You know why? Because I block ads.
Chill (Score:2)
Manufactured [Self-serving] Outrage Explained (Score:5, Informative)
The four (4) referenced tweets are by the following self-serving shills looking for attention:
Katie is a WSJ writer/editor covering the advertising industry. Their job is to comment on literally every ad published, and maybe contribute long-form articles about them. They're both knowledgeable and no-nothings about what the world actually cares about. Self-serving to the ad firms.
Tom is an author of a book called Digital Darwinism that's all about puffing smoke up companies' behinds while talking to them in business-speak about modernization, transformation, digitization, automation, roboticization, and presumably covert human trafficking... "to get ambitious people to drive their careers and companies forward." Quote taken from their website where they're hawking their book and speaking gigs.
Sarah is a hypocritical digital artist. Their entire online presence is about hawking their digital artistry. In traditional self-aggrandizement, they spew artsy criticisms against everything in society hoping that, one day, something they say "sticks" and makes them famous (or rich, preferably rich, by selling digital copies of the same artwork as the next person... or antique NFTs).
Ana is a squirt-squirt-emoji PINNED squirt-squirt-emoji adults-only budding YouTuber with (checks their feed) a whopping 1000 subscribers as of this week! They're all about anarchy, anti-establishment, and proclaiming everything in this world is fascist and is destroying the planet... and she'll venture into adults-only content with suggestive poses, stories, ASMR recordings, and all things sales in order to earn a few dollars. All she wants is attention, so subscribe to her Patreon or buy stuff off her Amazon Wishlist or buy her Coffee at ko-fi or whatever. Just send her squirt-squirt-emoji dollar-sign-emoji squirt-squirt-emoji!
So there you have it!
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The four (4) referenced tweets are by the following self-serving shills looking for attention
Wish I had mod points. This is +5 informative / insightful
I do hope the 4 you mentioned get shit on all week long by people ridiculing them.
I'm starting to think it's not just "manufactured outrage" but a very cleverly concealed marketing op. Marketing masquerading as outrage.
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lol thank you for taking the time to do what none of us wanted to do
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The story reeks of manufactured outrage over an otherwise-overlooked ad! It's as though the ad firm didn't have enough broadcast ad buys and decided to allocate their PR budget to sponsor a faux outrage story over at VentureBeat.
Perfect analysis!
Bravo!
Should be more worried about Nvidia's crusher (Score:3)
The Destruction ... (Score:2)
Yeah. I feel that way about internal combustion engines.
Nonsense as usual.... (Score:2)
There's a weird/disturbing trend in the media in the last few years where we're told what "people are angry/offended/upset by", and yet every time? It seems like nobody reading these articles encountered the claimed issue UNTIL they read about it. It winds up where everyone's discussing the non-issue, simply because they were all told by the news stories it was a thing.
Remember the hidden evil and perversion behind the Starbucks logo?
https://doctordavidfriedman.co... [doctordavidfriedman.com]
Understandable (Score:2)
The "outrage" I can understand is the blatant cheapening of the creative process by saying it can all be replaced as long as you pay for their product with the newest shiny hype trend integrated.
Sure, everyday users can fiddle around and create fun stuff, especially with help of AI, but to create something noteworthy still takes a lot more. It's kind of deceptive.
It's the inevitable future though.
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The "outrage" I can understand is the blatant cheapening of the creative process by saying it can all be replaced as long as you pay for their product with the newest shiny hype trend integrated.
The creative process has always changed by new technology that made it cheaper. For example a painter no longer has to source plants or minerals to make their own dyes to mix paint; they order the color they want on Amazon. But if that painter feels strongly about cheapening his/her art, they can still mix their own by sourcing their own ingredients.
Here's the thing: no one has to buy whatever is shiny and hype. No one. The outrage is that people feel something is taken away from them when someone else can
rediculous snowflakery (Score:2)
There is no real outrage, just a handful of extreme snowflakes desperate to sew negativity.
Anti advancement (Score:2)
What's with fools nowadays wanting to hold on to old technology or thinking tech is bad? Imagine if someone said guitars were stupid and nothing like banging two rocks together? Or that record players should be banned, and we should use phonographs or hire a band of musicians to follow us around instead.
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You'd have to be pretty clueless to believe that an iPad really can replace a musical instrument, or a box of paints, or whatever.
People are just looking for things to be outaged o (Score:2)
Ask Steinway or Yamaha: news of the piano's demise because of the advent of the synthesizer has been greatly exaggerated.
Commodore 128 vs Apple IIc Advertisement (Score:3)
get a life (Score:2)
welcome to hydraulic press channel... (Score:2)
Today we will be using our new cider press five million to crush some apples...
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Did Apple just rip-off the Hydraulic (pronounce "hee-drawl_ick") Press Channel? No credit given?
Re: welcome to hydraulic press channel... (Score:2)
Many technology companies make use of things that come from Finland without proper attribution why should Apple be any different
Shifting the blame (Score:2)
So, Apple fanbois finally recognize they are the problem and blame a soulless corporation for their choices?
Have you looked-up the price of a brand-name musical instrument? Most of them start at $2,000. Whinging at one bit of consumerism replacing other consumerism, is hypocrisy.
Did I see a kitten in there? (Score:2)
Did I see a kitten in there? Was the a faint "mew" in the background?
Cause wait till the anti-cat-torture people who are gung-ho to stop alleged cat torture in China but couldn't care a "lick" about the plight of oppressed minorities in China get ahold of this.
I predict a massive spam wave as soon as somebody hears a "m" let along "ew", and thinks they see a CGI cat.
CGI (Score:2)
That ad would be a hell of a lot cooler if they didn't use a ton of CGI, just set up 10 cameras around that stage and used a real press to create a visceral video of the lot being crushed. The obvious CGI really dampens the impact, either it was a ton of small crushes composited, or potentially nothing was even crushed at all. In this case, there is a thing as "too polished".
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Destroying music instruments? WTF. This even makes me angry.
1) How do you know anything was actually destroyed? The destruction could have been done in CGI.
2) Your anger is based on the assumption that the musical instruments were perfectly working instruments. What if they were not actually working but dressed up for a commercial. No one played that piano; it could have been hollow.
3) All the objects in the commercial are the property of someone else like the ad agency or Apple or whoever. These were not musical instruments taken from children to be destroyed in
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If someone wants to destroy their upright piano, that's their right.
While attending university I remember seeing a fundraiser for a student club where people could pay $1 to take a few swings at a piano with a sledgehammer. I paid my dollar, took a few swings, then discovered just how durable a piano can be. I chatted with the gents running the booth since there wasn't anyone else taking up their offer. They said they'd get the pianos for free, people just appreciated having someone remove an old piano from their home because most anyone else would charge a lot of money.
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https://www.youtube.com/watch?... [youtube.com]
Destroying musical instruments for art's sake has been done long before.
I'm not defending the little shit that wrote that dementedly whiny article, I'm just leaving that link here to illustrate that sometimes bleeding-edge can come across as weird, off-putting and offensive.
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Well, Kiss did that, but It always struck me as repulsive and conspicuous consumption. I can't say it made me angry, but it seemed a clear message that they did not respect their tools.
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SO did The Who.
As for KISS, one day in 1986 I was at Villa Piano, a huge music store in Santurce, PR.. just bumming around, trying a few things, just browsing. Maybe pick up a set of strings for my guitar.
In walks this whole weird entourage, some wearing KISS jackets, etc.. and they buy this cheap, white, Stratocaster-style Ibanez, in white.
There was a KISS concert the next day, and I went to it. At the end of the show, Paul Stanley demolished that very guitar, the white Ibanez I saw purchased at Villa the
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Destroying music instruments? WTF. This even makes me angry.
Yeah, that's pretty cringey, particularly given how many musicians use iPads for reading music while playing musical instruments.
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Think of it as a generalized version of Poe's law.
FWIW, I think of Poe's law more as a statement about the asymmetry between an experience and the desire to comment about it than about something inherent in an individual. When people dislike something, they're more likely to comment about it than when they don't care or are pleased by it. And more emotionally intense messages are more likely to be promulgated as memes because they cause a greater fraction of people to react to them.