~“the ad says something about balance of power. Apple is a great tech company, but a legendary marketer. Its ads, keynotes, stores offer a vision of its products as tools that give consumers power. The commercial is a display of force that reminds us about this sleight of hand. We are not the powerful entity in this relationship. The creative potential we feel when we pick up their devices is actually on loan. At the end of the day, it belongs to Apple, the destroyer.”
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