As I behold "Crush!", the new Apple ad for their Ipad Pro ...
... I fluctuate, with heisenbergian indeterminacy, between "they are clearly trolling us" and "they are totally earnest and have no idea how completely sociopathic they appear"
Crushing things seems like a different energy, from say ..
"For years, he [Steve Jobs] arranged for a Buddhist monk by the name of Kobun Chino Otogawa to meet with him once a week at his office to counsel him on how to balance his spiritual sense with his business goals."
@clive@crutlefish My visceral reaction was to the final cut camera app. I really like Final Cut X and use it professionaly. The issue with FCP X is that with an old device you stop getting new features.
With the Final Cut Camera app you need to buy an expensive ipad to play with it. 2000 CHF for a fragile video mixer. It undercuts professional makers.
I have had a low opinion of Apple innovation for half a decade or more. I replaced a 2016 MBP with a Pi5.
Apple charges professional prices. It gives amateur products.
I am happy I fell out of love with apple products. It's cheaper this way.
@clive - think it was a combination of the playfulness and the technicality of the filming. Crushing things can be (is) fun and in this case the visuals showing items being crushed is superb. Of course the final squeeze ball with bulging eyes is the money shot.
@clive Maybe Apple is following Google's "lead" by having teams compete against each other within the same department, except PR for Apple rather than apps.
@clive I'd guess the storyboard for that ad was signed off by creative director ChatGPT after analyzing the unbroken success of the "Hydraulic Press Channel" on YouTube. 🙂🙃
@clive As a man who spent way too much time watching the Hydraulic Press Channel on YouTube, I support this commercial concept. It was, however, missing a monotone Finn providing commentary, so 8/10.
@clive This is totally earnest. They fucked up their whole narrative for a product line that represents a sliver of their revenue, and maybe they wanted to change that by going big, but oof.
Have any of these VR systems figured out a way around the problem of "gorilla arm" -- i.e. the weird fatigue that comes from holding your hand out in front of you like that for hours at a time?
Maybe one of those "tool balancers", spring-loaded cords hanging from the ceiling, supporting most of the weight of a drill or spot welder or whatever, as used in factories. Hook one on each wrist.
@clive They've lost the plot. The iPhone was too good. We've run out of problems technology can solve and now we need to deal with the problems technology created.
and precisely, they don't know how to -- and more importantly are really not at all incentivized to -- tackle the second category: Problems created by technology
Add comment