Apple doesn’t understand why you use technology

/ What, exactly, did Apple crush?

By Elizabeth Lopatto, a reporter who writes about tech, money, and human behavior. She joined The Verge in 2014 as science editor. Previously, she was a reporter at Bloomberg.

“Buy our iPad or the piano gets it!” Screenshot: Apple

I wonder if Apple CEO Tim Cook was surprised by the visceral revulsion many people felt after viewing the newest commercial for Apple’s iPad. In it, a plethora of creative tools are flattened by an industrial press. Watching a piano, which if maintained can last for something like 50 years, squished to advertise a gadget, designed to be obsolete in less than 10, is infuriating.

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