Why Is Apple Celebrating Destruction?

Apple has embarked on the strangest, creepiest, and most disturbing ad campaign of our times. It’s designed to push their new iPad as thinner and with better resolution.

It’s hard to believe they did it. Aren’t ads supposed to sell products? This ad has been universally panned and denounced. The comments on the original post are 100 percent negative, with the only disagreement being if this ad is most like the Taliban, the Nazis, or Satan.

It’s hard to understand how it was ever released by any company that cared about its customer base. More upsetting is what it says about the rot at the heart of this once-revered company and, by extension, the highest levels of the American corporatocracy.

The ad shows a giant machine designed for crushing such as that which smashes cars into cubes. Between the top and bottom is a nicely stacked pile of stuff that defines our lives and history, especially as it pertains to art. The top begins to fall.

The first crushing is of a beautiful trumpet, the successor to that played by the angels to announce the birth of Christ. The metal slab continues to fall and hits paint cans that chaotically splatter everywhere. A large studio piano is crushed, then a metronome, a guitar, a sculptor in the form of an ancient bust, wooden people, and then active animated birds as in “Angry Birds.”

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