New Apple ‘CRUSH’ Ad Accused of Heralding TECH DYSTOPIA: Debate
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- čas přidán 8. 05. 2024
- Briahna Joy Gray and Robby Soave discuss a new Apple ipad ad. #Apple
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The oligarchy wants you to own nothing, pay for it and love it.
Great point- they want us to own nothing… except the pocket surveillance device in this ad.
The 40 year old commercial is what they have become…scary.
Facts
"You either die a hero or live long enough to see yourself become the villain"
Self fulfilling prophecy.
I think it was deliberate like some exec is laughing smugly to himself.
@@djangokill65 they were always like this.
my take away is that Apple is crushing vibrant, different things into 1 ubiquitous characterless item with the crushing weight of itself and its inevitable.
Bingo
Sorry guys, it is VERY true… the access to physical instruments 🎸 🥁🎹🎺🎻📯🎷 has decreased continuously for those who are dependent on the public education system. Ppl in DC and other historical jazz places (New Orleans, Chicago, etc) have complained long ago regarding the issue of music and other classical trade/skill programs being removed from curriculum 😢
…when was the last time any of us physically touched or looked at a baby grand?
We’re lucky enough to have a nice baby grand at our small church, I figure that’s where most people nowadays have seen one.
@@calebpagan2226 you’re right about that. Church is where most of the kids get to practice music on real instruments
So Apple became exactly what they were claiming to fight. Apple, destroying humanity one app at a time.
Relax.
Apple wants obedient little robots. We are future QR codes. They dont see beauty in nature or humanity.
I wanted a phone to remain a phone not replace every single job out there! Think of the job loss with this thing! It's now a tracking device.
Rising needs more topics like this one to get Robbie interested.
He still gaffes effortlessly.
Big Robbie love!
And for them to heal!
Yes, brainless culture war topics that have no substantive value on everyday people.
Proving again that Robbie’s just a highschool news reporter
first off this isn’t an ASMR video. This was an advertisement in which the end product has been set up to be superior to the amalgamation of all the items that were crushed which in this day and age is a bad message and implies real creative endeavors are inferior to their digital approximation. Secondly, in an age of artificial intelligence coming first for all our artistic pursuits is this really the message we want to be sending? Brianna seems to be ignoring these points
Exactly. She’s just oppositional for no reason.
"... implies real creative endeavors are inferior to their digital approximation." I don't think that's it at all. The ad is saying "look at all these amazing things, including art forms, that we've compressed into this tablet." I don't get why it's controversial at all. The point is simply that all this creativity is not condensed into the tablet, and the tablet can be used to create new artistic expressions.
@@paulwheeldreyer7127 Yeah that’s the intent but that intent created the blindspot
to the very literal crushing of colorful artistic items into a machine for sale. The whole AI panic is basically over just that, so the ad certainly had your interpretation as its meaning, but it was tone deaf to the zeitgeist.
@@Justin.Danford This follow-up comment is spot-on! Exactly the correct breakdown of this ad and the subsequent backlash.
5:12 but guitars ARE under the threat of big tech. Anyone can use Ai, right now, to "make me a song with a guitar". The same is true for painters, writers, composers, ALL artists are under threat and losing jobs, RIGHT NOW.
Do you actually believe AI makes good and creative songs? You’re so wrong…
Sure, sure! You sound EXACTLY like the fearmongers in the eighties and nineties regarding synthesizers, drum machines and loop sampling.
Briahna Joy Gray shaming Robby for enjoying soundtrack/scored music says everything we need to know about her.
She’s clearly extremely uptight and does have an elitist mentality on a lot of aspects of life
Any perceived slight.
Wow, violently crushing every single thing Americans have ever loved- that will definitely win over hearts & minds
Oh please. If you watch the commercial and understand the concept, you’d realize it’s not that serious. But I guess not…
@@elijahpierre1696 The execution was an absolute flop.
@@KlearChristal It was also gratuitously violent. I found the eyes popping out of the toy at the end deeply disturbing. If youve spent time in war zones, things like this are upsetting
Yeah! It’s terrible! This was so dumb, Brianna is twisting herself into pretzels defending this add.
It's crushing art. I would argue that capitalism distorts and crushes art but apple monopoly is a symbol for that.
I thought that they were making the point that it’s flat
OMG that’s hysterical!
Me too
Okay now Bri is dissing video game music? This aggression will not stand man
Those NES soundtracks are brilliant! My favorite has always been Castlevania, but Mario, Zelda, Final Fantasy etc are absolutely amazing. I don't play the games anymore but I still sometimes listen to bands cover the music. Bri needs to be less close minded.
It's such a dumb take, those same people will listen to movie OST's but bash video game music when they are exactly the same!
One of my favorite modern musicians is a videogame composer - Comaduster
@@jeffreykopko3851Ninja Gaiden 1&2 Music, Contra, Zanac, Etc etc So many others. Midi music rocked and that's the oldest stuff. Not even mentioning much better Quality music from the Disc era onwards with Playstation, etc.
I love listening to Zelda breath of the wild music in the background. Bri is joyless
I just find it sad that so many people spend virtually all of their time looking at screens, rather than living their life experience in the real world.
yep, have you been to a concert lately? In no time a jungle of cell phones are suspened in air.
I mean you wouldn't have watched this video and dropped a comment if you weren't on a screen
Bri - As the quote you read points out, this ad is subversively using the joy of smoosh videos to promote the elimination of things. That's the POINT of this. Homogeneous 3 chord "dead" music created to be grabbed for the Spotify algorithm is flooding the top ten so that eventually Ai created music will replace it. Circle back and take a closer look at the underlying Intentions here. Consciously or not (I'd say yes) hey're announcing that they're Big Brother.
She isn’t capable of seeing metaphor, or abstraction. Her way of thinking is what has gotten us to the terrible place we are in.
@@SuperMayhem81 Respectfully, I disagree. This is usually the type of issue that she keenly brings to light.
Bri saying people are too uneducated to understand a commercial 😂
Her and Amanda Seals on a bougie upper echelon level of peasantry outta my realm of comprehension this month.
Yup
@@rchar9757 why are the communists always is the elites they claimed to want rise against?
I would agree with you, but she didn't say "too uneducated". She referenced her viewing of the hydraulic machine videos, it's like when Dominoes had these "influencers" going or ordering pizza because that's what ppl consume.
If you think you don't like the message, so be it, if you like it...ok. if you think about it too much I think you're wasting your time because at the end of the day it's us that Tech is crushing. I bet half the ppl that don't like the ad; text while drive, go to the gym, eat and walk whilst staring at their phone.
You have to be the real person, not this entity that can only interact over their phone or tablet.
I love how the biggest right wing critiques of tech companies are about marketing ploys. Never ownership structures or business practices or abuse of labor. Useful idiots. She is right
The ad is interesting visually but Hugh Grant has a point about its negative vibe. The ad is about destruction rather than enhancement. . Anyone that cherishes something that's destroyed in the ad is going to feel that negativity. And then of course there is the irony that it's the near oppose to its iconic 1984 ad. Apple destroying diversity for conformity! Apple will prevail!
The woman rather misses the point: that Apple's first ad was about the raising of the Humanity; and this is about the crushing of it.
No, I think you missed the point of the 2nd ad. They’re not even remotely comparable.
It's fine
But the goal is to enslave us. Dont be fooled. They only see us as a QR code.
It isn't about crushing humanity, it's about putting all that artistic stuff in a single machine so people can access it. The crush was a reference to what Brihanna said, I've seen some press crush videos too.
I dislike Apple and use Linux btw, but saying it's about "crushing" in the sense of "destroying" is a misrepresentation of the obvious meaning of the ad.
Her point was that that’s not the point.
Look at the iPad ad in addition to the recent news coverage about how good A.I. created music, art and video is getting. Then you'll start to understand people's concern. If our creative expression relies to much on technology, do we stop being human?
When all art is created by AI it will no longer have it’s value.
Bri watches TikTok now we know where she gets her takes
solid point
Wow, am I just wrong to think they would have understood the AI aspect of this due to their age? I am 41 and even I get what they are mad about. People are ticked off because apple is backing AI industry who wants to "Remove the human creative from the production of music". The fact they don't even seem to grasp is tells me how scewed we are. I guess there is just a ton of people who have no idea what shift is going on behind the scenes. To clarify I don't think it can be stopped, but these two both go on all the time about the ignorance of people, yet neither of them even remotely understand that these companies are trying to replace humans in general.
all of the cool stuff got destroyed but hey, it's thin
"the advertising worked on me!" - Bri
Someones gotta bring their Zelda CDs into the lunch room tomorrow
OMG creating a save file right before a cut scene on a video game. man that brings back memories.
I'm just happy to have an upbeat ridiculous segment rather than another demoralizing reminder of US politicians throwing out the constitution.
I get your point but big tech is in collusion with rigged elections and demise of free speech!
Sometimes the mask slips.
Allow me to explain. The reason smashing your guitar is a thing, is because of the extremity of it. It's your tool, and an art piece in itself. This makes the act extreme and edgy. Crushing a piano that took a master to make it, in a mechanical press, is sacrilege. What Apple should have responded with is ......... "This is all just CGI, and no actual instruments were harmed in making of this commercial".
I took a typewriting class in high school. Word processors came out when I graduated.
The ad is supposed to symbolize smashing all of those things together into a single intuitive tool that *anyone* can use. Its a solid concept. The ad itself came out completely twisted, because reflects the values of the graphic designers. People are acting like the Apple board of directors made the ad.
@@springbloom5940.... They approved it... Soooo
@@Figs4Fun
How to say you don't understand the first thing about advertising, without saying it.
Bri is so surface level. Thinking rockstars smashing their guitars is some rebuttal to the ad is laughable.
Even if you don’t think the ad is sinister, rockstars smashing their guitars isn’t out of disdain for the instrument. It’s part of the rockstar ethos to just go raw and chaotic.
I love Briahna Joy Gray's look when Robby Soave said that people go to concerts where gaming music is played. I love listening to classical music and so had KUSC (Los Angeles) on my car radio and they introduced a musical piece that is from a video game. I had the exact same look.
The hydraulic press they used is one used for making Pakkawood or Panzerholz, for whatever that's worth.
Apple is like the old Soviet Union. It started with a good idea, but became a totalitarian nightmare.
Bri is wrong about this. I understand her point, but to see a piano being crushed is a metaphor for instruments and old ways of creating music being crushed, and people aren't having it. It's not it.
As a former full time musician… I WISH I would’ve had an iPad to record instead of not being able to afford studio time.
Well you're getting that and more. We pay high school taxes while music and the arts are disappearing.
@@taroman7100 Wait, do you think schools are being funded well? specifically, arts programs?
you record better on a laptop with a good interface. iPad os is limited.
"Innovation should foster creativity, not crush it. The true essence of technology lies in amplifying human potential, not overshadowing the tools that have long been the bedrock of our artistic expression.”
When they tell you who they are, believe them.
An ipad can def reproduce the sound of analog instruments. I’m not saying it replaces the experience and creative options with an analog instrument (which gets at why people think this ad is creepy), but it is completely possible to, for instance, compose a symphony that sounds like real instruments were used, on an iPad
No, squishing something valuable that could go to a poor kid is grotesque.
I think the scariest thing is actually the reaction to the backlash to this ad, and it's represented by both of you in this segment. "Omg, I can't *believe* these people are *SO* angry, what is wrong with you, just get over it!" There's a genuinely appalling lack of respect for - let alone understanding of - what goes into the creative artistic process, a trivializing of what it takes to be a visual artist, musician or artist of any kind, and a genuine refusal to accept that there is something beyond your own perspectives as *consumers* of media that you are simply not getting.
As an "olds" I'm going to call the ad terrifying because it literally squashes out old idea in favor of the new. Perhaps a simile to current affairs where free speech is put against "disinformation" as we all await round three of the "Sedition Acts". It's literally a plot flip because the former ad was all "be free, you be you!" where the new ad is "comply or be crushed". I get why the tik-tok gen is in but anyone nearing two score is totes like "WTFO".
I really think, considering the crybaby protesters who claim to be "starving to death" because their cause isn't being catered by the Uni, that generation needs to rebranded "The Clowns" or "The Mimes" because like the silent movies they're apparently trapped in a box that doesn't exist and they can't get out. Literally talking mimes which violates the rule of mimes. Let's be honest, if you're hungry, go grab a cheeseburger or whole wheat, no wheat, gluten free, waffle with whatever you need on top and eat it. Nobody is starving them, it's a choice that we've seen before. Plenty of people have gone on hunger strikes and starved to death - that said kids, you can't be first but you can be next. It's literally your choice. Here's life in a nutshell - eat, starve, or die - pick two but since "die" is a given, there's really only two options.
The world is headed to autocracy and these guys lead the charge.
Everyone is looking too much into this.. it’s the ‘thinnest’ tablet.. crushed ‘thin’ and it all fits into it.. people just like to complain. I’m still rocking SEGA-Battle toads & Double Dragon
Am I the only one who didn't see the commercial this way? I didn't see it as "crush" as much as "smash". I understood it to mean that all the music, art, design, photography was being compressed into an even thinner platform. It wasn't destroying old media, it was incorporating it. Assimilating it. (Resistance would, of course, be futile). I think they misunderstood it.
Yes, I think that's most peoples' issue with the ad. It's about getting rid of the beauty, diversity and differentiation that makes the world interesting in order to join everything into the Apple corporate organism.
@@nuttwave I think how you see the commercial shows a lot about how you see the world. Most people are looking for dystopian views of everything. If you look for the horrible message, you will find it.
If you look carefully at the items, one was an old video game and another was an Angry Birds figurine. Clearly, the items "crushed" are features, apps, or capabilities of the iPad. The point of the commercial was in taking all that goodness and making it really thin.
@davidlynch2428 by violently crushing everything with a hydrolic press. What's not to love about that beautiful imagery....😂
Never thought I'd have something so specific in common with Robby - I like him now :D
Robby is right on this. I went to an Elden ring music concert.
Robby... I'm right there with you on video game music and I am a serious music producer, songwriter, engineer, etc... Some phenomenal scores found in games.
Bri and Robbie getting along is so wholesome. When Robbie spontaneously burst out laughing at Bri’s joke was like seeing two siblings getting along that are usually at each others throats.
Of course Bri, as a progressive collectivist, enjoys crushing human creativity into bland conformity.
A leftist would never destroy musical instruments. Russian music schools open to talent started with the Soviets.
Logic on iPad upcoming update offers A.I. piano, drum,and bass session players….
I’ve been using iPads for music creation for years, the difference of an acoustic piano and an iPad piano is only noticeable to the person playing, but apple has added A.I. musicians now(next week)
Crushing all into conformity of consumerism under one logo.
This ad is a reflection of the walled-off bubble inhabited by the tech industry's leading lights, namely: They are abysmal communicators. Instead of making it clear that the thinness of their new product is no obstacle to gaining access to some of the finest wonders of the planet's cultural history, it clumsily does a face plant and implies that this new machine obviates all that cultural "baggage" (?!!) which is just no longer necessary at all and should just be considered useless smashed up dross.
Oh, not what you "meant" Tim Cook? You say we "misinterpreted your words," or some similar nonsense? That's not how communication works.
Fire your ad agency, then fire yourself.
If you want a picture of the future, Imagine a boot stamping on a human face forever. .... Orwell
So they crushed the last remaining piano on planet earth?? This is outrageous! That apple boss needs putting in stocks so we can throw rotten apples at him!
Me first please 🤣🤣🤣
jessica isn't an AI host? prove it.
Mad at someone breaking a guitar at a Kiss concert. Yeah, I'd be mad alrigh!. Mad that I let somebody drag me to a friggin Kiss concert.
Someone on X suggested, rather brilliant, I thought, that the ad should have been depicted the opposite. In India, people equate music and books with Goddess Saraswati..we will always keep instruments, books, in very revered places. In that context, this ad is not only disgusting and galling but also presumptuous and appalling. I seriously don't understand how apple even CONCEIVED this as a concept. Its deeply flawed. Even if they used it to stir up eyeballs, its sick and will generate nothing but negative vibes and all this will go against their goodwill.
OK, then how about approaching it with the tech companies approach to health, and instead of crushing things into a small screen that activates stress and your sympathetic nervous system in an unhealthy way versus all those other things that are being crushed, which actually opens your focus and creates more dopamine, and connects neurons in a way that’s good for you, as well as offers more harmony and collaboration rather than greed and manipulation
Brie Brie eye rolls and smirks at Larry Elder for tweeting about the collpase of DEI, stating there are more important things in the world to comment on...and yet here she is animated and engaged in a 13 min segment on a new Apple advertisment. Okey dokey. 😂
People see what they want to see.
This felt like a real conversation! I completely understand and agree with both hosts on all of their points... I dont think that has ever happened before.
I just took the ad as saying we were going to take all this Tech and squish it down into a smaller size than it’s ever been. We already have iPads I don’t understand the outrage
you either die a hero or live enough to see yourself become a villain. that's apple
Love the shout-out to Mario Teaches Typing
I also loved that Robbie talked about making a save file in certain spots in games to watch the cutscenes. YES! Classic.
Great more lithium batteries for future landfills.
Battle music FTW.
Ok Robbie is right on this one. A friend of mine learned to play the harp so he could learn the legends of Zelda song.
That ad is sick.
Tobby is right about the gaming sound tracks... I love the spud track from Zelda, Destiny, Final Fantasy etc.
iPad has virtual instruments, like a piano and guitar. It has apps for painting, drawing, and all these other things that can easily replace all those mediums with just one device. It’s equivalent to an electronic keyboard. It can do way more, but also with the amount of games on it, an arcade is there too in the iPad.
It can also turn a child into zombie 🥳
Apple's 1984 ad was awesome, but they went after the wrong target. Shouldn't have been IBM. The new ad is severely misinterpretated. The items were crushed down to be in the new iPad. Concentration of all of it on the new one. It destroyed nothing, it compacted it.
The first time I've really seen Briahna and Robbie not just agree but geek out over common ground... and it's over hydraulic crushing ASMR sub genre videos? Strange times indeed.
I also did Mavis Beacon but i am only 60 wpm on a good day. My dad used to mispronounce her name mavis bacon 😂
The Hydraulic Press Channel is fantastic!!!
I thought they were making the point that the iPad is an all in 1 tool that can do all those things? How is that offensive?
and yet it can't, I can tell live guitar from digital
@@bropitt Sure. It might not do it well but it can still be used to create/edit digital music (think GarageBand as an example)
Letterman used to do a recurring bit where he would crush various things with a hydraulic press. This was probably 35 years ago.
Who really cares what Bri thinks about apples ads?
She don’t know about that Golden Eye pause masterpiece. 🎶🥪🎶
I'm thankful for this headline tune, because it alerts me to ignore it and turn it off.
Sadly this destruction of every aspect of human accomplishment is how I feel. The commercial succeeds in displaying the hopelessness of today.
Everyone f*cking calm down and get a hold of yourselves! If you want to make art, MAKE ART! And do it using whatever tools you need to produce a great result. I heard the very same scaremongering and pearl clutching during the eighties and nineties regarding Synthesisers, Drum Machines and loop Sampling. Making art is an intrinsically human need in order to express themselves and if certain people prefer their art made by machines it's THEIR loss. I will still make art.
No apology is needed. 😊
And this is why the world is on a downhill spiral. Previous generations built everything. Current generations just want to destroy it.
I liked when Robby and Briahna were sharing their nerdy little interests. Legos and VGM! what a pair of dorks
Video Games Live was such a cool experience
I was mad that people destroyed guitars, obviously.
So it's ok for rockstars to do it ? 😂
@deanosaur808 No. That's exactly who I had in mind, since they do it ostentatiously, as if proud of themselves.
@@deanosaur808 Are rock stars your gods or something?
Final fantasy orchestra are always around Los Angeles
This show should be prime time news all over the worls
People are way too touchy. It’s saying this one little item will be able to do so much. Not taking the place of. Get over your selves.
I really think the lighting made the ad very ominous.I get what they were going for but why was the crushing room dark?
While I practice hand calligraphy, to augment the little bags I crocheted, crafting gifts for some other Christians I love very much, watching this makes me laugh at Bill Gates, Warren Buffet, and Soros' arrogance. Hubris. I've never bought an Apple product in my life, and I never will.
I don't see the problem. I've crushed many apple products in my time. I broke my ex girlfriend's iPad my sitting on it 😂
It made the most satisfying sound when the screen broke 🤣🤣🤣
I love y’all’s banter
"fundamentally an ipad will never replace a piano, guitar..." no u dont "get that". tech is replacing these things in that more of an individual's finite time is spent hovering over a screen while the piano and guitar sit gathering dust in the corner. the interest in these creative purists is de facto being replaced by the interest in a screen
I watch ASMR and have not seen Crush videos come up in my youtube. Lol
Where is snookie to tell us about a good smoosh?
The world was better before the internet
as a musician a lot of the virtual instruments are getting better and better every year although there’s nothing like hearing a real guitar out of a real Marshall amp, situations where you have limited space things like pro logic are so handy. All you need is a keyboard and an electronic drum and you can write and record an entire album tiny apt.
This was a great convo
BJG is building herself a new blind spot. Big Tech is brazenly trying to replace creative ppl, at least ina professional capacity.
If their point was merging all these items into this tables, they could had merged them in a giant bowl or something to give you that image of having all those items in one little device.
Bri: "If you're like me, and you watch your Tik Toks..."
Uh, no.
When you dont under the commercial they missed the point