remixtures, Portuguese
@remixtures@tldr.nettime.org avatar

: "On the one hand it is really wild to me that Apple would miscalculate on something so drastically — Apple prides itself on its marketing, which is as crucial to the company as any of its technologies — but on the other, I’m thankful. The ad has clarified some things: amid (yet another) week in which human writers and artists were watching their work degraded into content fodder, Apple came along and handed us a perfect visual metaphor for one of our most potent fears about big tech right now — namely, that it is crushing the arts and transmuting them into dull consumer products. And, I might add, they are so content with what they are doing, that they are more than happy to broadcast that intent explicitly via advertising — signed off on by the highest echelons of Apple, and Tim Cook himself tweeting it out — with an exclamation point in the title. “Crush!” indeed."
https://www.bloodinthemachine.com/p/for-artists-writers-humans-big-techs

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