I recently was back in the basement of my parents’ home, digging through old yearbooks and photo albums. My brother nagged me to find the old stereo with the turntable and vinyl records. In an age of modernity, it seems we can’t help but long for the things that have been indeed “crushed,” as recently illustrated by Apple’s new iPad ad.
Last week, Apple faced so much backlash to its new commercial bragging about the destruction of humanity, that the company quickly apologized and admitted it “missed the mark.” Particularly for those of us who are old enough to remember all of the musical, gaming, and artistic icons crushed by the huge hunk of metal’s descent to generate the “thinnest iPad ever,” the ad justified every fear we have of technology overtaking our lives. It also goes to show how out of touch the technocratic elites are with not only the experience of everyday Americans but humanity.
British actor Hugh Grant said it best in his caustic criticism of the ad: “The destruction of the human experience. Courtesy of Silicon Valley.”
Many of us long for the days when we had more contact with the material world and a reality that forced us to interact with the tangible. We turned pages of books and magazines. We made our own brownies and cookies, even if they were from a box or tube. Despite more convenient packaging, many still made food from scratch. We ran or biked out on roads rather
