Apple's 'Crush'-ing blow: A tone-deaf ad backfires

The deep-seated disgust many felt towards Apple's latest iPad Pro commercial is understandable. A montage of cherished creative tools—a piano, paints, a record player, etc.—being obliterated by a hydraulic press is an alarming image. Especially considering the piano's potential lifespan dwarfs the fleeting relevance of a new gadget.

The message we got was this: Apple, a tech giant, is crushing everything beautiful and human in favour of a sleek, but ultimately disposable, device. They wanted us to think about the device's thinness—one of its biggest selling points—but it came at a cost of what looked like we're going to destroy everything else you use for creativity and expression.

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New 'Behind the Mac' ad features big Canadian music talents

Apple has just released a new "Behind the Mac" campaign ad called "Made In Canada," featuring big names in the music industry that hail from the country. The 30-second clip features Shawn Mendes, Justin Bieber, Kaytranada, Jessie Reyez, Daniel Caesar, Orville Peck, and more. It shows these singers, songwriters, and other music industry pros using MacBooks. 

Apple even launched a new webpage on its Canadian site for the campaign with a brief description of each talent included. The company also highlights the M1 chip and the Mac apps used by these professionals, including GarageBand and Adobe Photoshop.

Source: 9to5Mac

Apple highlights MacBook use in anime with new ad

Whether or not you use an Apple MacBook, you most likely know what it is by just looking at one. It's so pervasive in our society that Apple decided to make an ad that highlights its appearance in a lot of popular Japanese anime. The clip shows the MacBook, as well as some lookalikes, from shows and films like Mr. Osomatsu, Your Name, New Game!, Weathering With You, to name a few. The one in Mr. Osomatsu features a pear-shaped logo on the laptop. The ad even has clips with one of the characters from Weathering With You wearing AirPods.

Source: The Verge

Apple’s new AirPods ad promotes its wireless charging case

This isn’t the first time Apple made an ad for its AirPods, but it is the first one highlighting the wireless charging case for this second-generation earbuds. It shows a bored or melancholic man getting ready for the day. He takes the AirPods and its case off a wireless charging pad before he heads outside. There he discovers ordinary street items are somehow bouncy like a trampoline. The song that plays in the background is “I Learnt Some Jazz Today,” adding vibrancy to this monochromatic video. The AirPods with its wireless charging case retails for $269, or you can get the wireless charging case on its own for $99. It will work with any Qi-based charging mats, like the Apple-exclusive Belkin model.