And just as I publish 🖇️ this I read this

Imagine, for a second, OpenAI making an ad showing a hydraulic press crushing a group of writers flat as a pancake. It wouldn't be that different from the tone-deaf commercial Apple released to promote its new iPad Pro. It shows a hydraulic press crushing a piano, a trumpet, a guitar, a metronome, a record player, paint cans and a bunch of other electronic equipment. What's left is the iPad. The commercial is horrifying to watch--it's akin to Apple showing the burning of books. And it prompted an outpouring of outrage on social media. Veteran tech investor Paul Graham, for instance, posted on X that the late Steve Jobs "wouldn't have shipped that ad. It would have pained him too much to watch." Marketing has long been a strength of Apple, but this ad seems to be a puzzling misstep. Did CEO Tim Cook review the spot before it was released? If so, you have to ask: What was he thinking?

<p class="attribution">💬 Martin Peers | The Information</p>