Every edited | Du Yu
Image source: Apple conference video screenshot
The name of this 1-minute-long advertisement is Crush! ）。Roughly speaking, the things "crushed" by Apple are trumpet, paint bucket, guitar, piano, phonograph, statue, drum set, camera, arcade, monitor, plastic doll and so on.
Although the creativity of this advertisement is not difficult to understand: Apple has "pressed" a large number of functions into this thin and powerful tablet, and can do professional artistic creations such as painting, arranging music, taking photos and retouching pictures.
But the problem is that, as a consumer electronic product targeted at professional users, this advertisement has crushed all the creators’ "eating guys". This strange negative emotion has finally changed from the angry condemnation of a small group of professionals to a storm of public opinion.
Some netizens ridiculed that,It’s really good for Apple to attract professional creators by smashing symbols of human creativity and cultural achievements..
Some netizens criticized thatThis is a heartbreaking, uncomfortable and selfish advertisement..
Hugh Grant, a famous actor, even commented that the advertisement seemed to promote "the destruction of human experience".
Cover image source: Every photo by reporter Kong Zesi