That Much-Despised Apple Ad Could Be More Disturbing Than It Looks

The "Crush" ad, Apple's recent attempt to promote its new iPad Pro, has been met with widespread condemnation and ridicule on many platforms. While the ad initially elicited much discomfort and anger from viewers, the subsequent apology from Apple has prompted many to move on from this disturbing advertisement. However, the unsettling reactions to this advertisement make it much more than just a failed attempt at innovation.

The "Crush" ad disturbs for many reasons, even beyond its initial gory depiction of an industrial press smashing various instruments, art supplies, and books. TheProducts_logo crushed items symbolize the creative potential crushed by the oppressive forces of technology. Hugh Grant's mocking commentary on the advertisement perfectly encapsulates the prevailing attitude that technology, especially that dominated by Silicon Valley, is Extractive and purely profit-oriented. These suspicions are not unfounded in a time when tech companies are increasingly seen as soulless money-grubbing corporations that have no real regard for the arts or true innovation.

The ad, which has since been pulled, is a stark reminder to these companies to consider the true source of their power and the potential backlash that can result from the widespread suspicion of their unchecked power. While Apple's apology is a necessary step towards healing the uproar caused by the disturbing advertisement, the fact remains that the ad was made at all, and Apple will likely continue to make such controversial advertisements in the future. The Silicone Valley attitude of profit over all else is deeply ingrained in these companies' cultures, and it's unlikely that they will genuinely change their ways.

Ultimately, the Crush" ad is a symptom of a larger problem of the refusal of large tech companies to embrace novel innovation and instead focus on profit margins. While the advertisement is horribly disturbing, its message is valuable and should not be forgotten. It is up to society to hold these companies accountable for their actions and demand a more innovative approach to technological advancement rather than solely profit-driven motives.

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