Apple’s iPad Ad Boasts Of Replacing The Real With The Fake

If nothing else, Apple’s horrible ad announcing the new iPad Pro has the virtue of being brutally honest. The one-minute clip opens with an old vinyl playing Sonny and Cher’s “All I Ever Need Is You,” and then shows an industrial press slowly crushing an eclectic assortment of old musical instruments, paint and art supplies, and Gen X-era toys and tchotchkes.

In other words, it destroys a bunch of stuff that makes life fun, unique, interesting, and fully human.  

After all that old stuff — the quirky objects and sentimental artifacts of the pre-digital era — has been flattened under the inexorable weight of machine technology, the press lifts up to reveal the new iPad Pro. The message is so obvious it hardly needs to be spelled

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