Comment "This is who we are, this is what we stand for," Apple co-founder Steve Jobs said shortly before relaunching the company in 1997 with its iconic Think Different marketing campaign. This week the consumer tech giant showed the world its true colors and some were not impressed.
Crush! | iPad Pro | Apple
Apple CEO Tim Cook, who took the top job at Apple in August 2011 six weeks before Jobs died of complications related to pancreatic cancer, launched the latest iPad ad campaign, introducing the new iPad Pro as "the thinnest product we've ever created, the most advanced screen we've ever produced, with the incredible power of the M4 chip."
The ad itself depicted a mechanical crusher destroying artifacts of human creativity. A trumpet, guitar, sculpture, piano, drawing board, paints, a metronome, several analog cameras, a record player and hi-fi equipment were among the much-loved objects that succumbed to the machine's unstoppable power.
What was left? A small, thin computer – an iterative evolution of a device first launched 14 years ago.
