In this open letter to Apple CEO Tim Cook, Matt Zoller Seitz explains why the company’s recent “Crush” ad—which promotes the new iPad Pro—is disturbing, destructive, and a slap in the face to all artists, musicians, and people who (try to) create for a living.
Sonny and Cher sing “All I Ever Need is You” as the device destroys some of the most beautiful objects a creative person could ever hope to have, or see: a trumpet, camera lenses, an upright piano, paints, a metronome, a clay maquette, a wooden anatomical reference model, vinyl albums, a framed photo, and most disturbingly (because they suggest destructive violence against children’s toys, and against the child in all of us) a ceramic Angry Birds figure and a stack of rubber emoji balls.
We now have a world in which actors or musicians go on social media and display the twenty or fifty dollar residuals checks they received for work that aired dozens or even hundreds of times on a streaming platform or got millions of plays on Spotify, and that, in the eras of broadcast networks and vinyl records, or cable TV and compact discs, could have paid for a child’s braces, or a semester of college.
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