I think they’re okay with it, if they can control the narrative…
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My theory is this ad is made for investors and not average humans.
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Good luck with that now that they’ve been removing the ports from all their devices.
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They why release it to the general public?
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By going from the color Apple II to the monochrome Mac? 
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Maybe because they don’t have a list of all investors who need to see that Apple is jumping on the “AI” buzzword wagon? And the investors need to see that Apple is marketing the latest buzzword before they bet their chips.
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It is quite the accurate metaphor for the modern tech industry, though.
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They do have meetings specifically FOR investors, though, and I’m guessing such meetings include material not for general consumption, including slick advertising like videos.
But sure, maybe they’re targeting their investors, but not just their investors…
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Too accurate.
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Thing that bothers me most in the ad is that they’re still going on about thinness (who the hell is still measuring?). I’ve accepted that replaceable RAM/Batteries are never coming back but, dammit, they could at least stop rubbing it in.
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IDK. I was using computers professionally in the mid-80s. If I wanted to get something done, like lay out the pages of a magazine, which was my job at the time, the Mac was the place to be. The Windows machine was too much like pretending to be a programmer and screwing around with frustrating command line inputs.
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Not sure what that has to do with one corporation acting as if they are freeing you from corporate control rather than just subjecting you to a different kind of corporate control? Does it matter if the one corporation is making your experience more colorful and “cool”?
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Sorry, I meant to phrase it as “potential investors” and not imply current stockholders.
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Sorry for engaging with the words you wrote, I guess.
Why? I think your engaging was a perfectly valid interpretation of what I originally wrote.
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I’d read about this ad but hadn’t seen it yet, and assumed people must be overreacting. But now that I’ve watched it I understand: I was surprised how visceral my reaction was to seeing all these tools of creativity and objects of art crushed and destroyed!
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Yup.
Same with laptops, too. ::: RANT INBOUND, make some popcorn :::
I don’t care how heavy or thick the damn thing is; I already have (due to a bad back) a wheelie backpack for my work laptop and the ~20 pounds of accessories, tool, and other crap that I truck around for my job. Make it an inch thick and ~10 pounds- I don’t care. Give me space for two user swappable batteries, a third bay for hot swappable storage / optical drive / third battery and on-board wired ethernet, HDMI, and a couple USB-A and -C ports. (aka most of the accessories I schlep around) Besides, I can use the space freed up by including those accessories into the laptop for things like a giant-ass power bank that can drive the laptop on it’s own (making it a fourth battery) for actual, 12 hour “I need to have this thing running overnight at a remote site with unreliable power” sessions where the only power available is either -48 VDC (aka telco power) or an outlet on the rack that provides sketchy 185 volt power (i.e., “It’s supposed to be 208, but the phase that outlet is on has half the damn datacenter on it because some chumbucket though it was smart to put all their equipment on that phase instead of balancing it out, and it’s in production so we can’t fix it without taking down little pointless things like the radio system for the entire county.”)
::: wanders off to locate their dried frog pills :::
That was one of the things I learned in high school in the mid 90’s, and there wasn’t a PC in site in the lab where desktop publishing classes were. The programming lab had mostly macs (and no IT Admin to keep the machines from doing things like running NetTrek, or using ResEdit to turn the default curser into a penis) and all of 5 PCs, which were usually running DOOM or some other non-school purchased software that the seniors had brought in…
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As a trumpet player, I was especially saddened to see that a trumpet was the first instrument to be destroyed. First they came for the trumpets…
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