Enjoyed listening to your perspectives on this. As a long time Apple fan, I think you’ve hit the nail on the head with explaining the sheer annoyance and year-on-year disappointment that so many consumers are feeling.
I’m constantly looking out for a company that’s going to defy that mould and take a new approach, but I haven’t seen one yet. Even new and small indie tech firms are chasing after either the AI trend, or big tech; while creatives are indeed standing on uneasy footing, what’s scarier is that no tech company is looking for creative retention, and the protection of human skill and interaction. It’s all a little odd.
I wonder, often, where we will all be in 10 years time…
Yeah, it’s almost like we hit the peak of innovation with the top smartphones, and have chasing tails ever since. AI and headsets reek of desperation — and just look at how it went with Humane and Rabbit.
Agreed. I'd have hoped that they would have tried to break the mould a bit more. Nonetheless, with Apple's event coming up, I'm wondering whether they will bring anything new to the table as they've been buying out several AI-indie companies over the past few years. Feels like they've been sitting on some big development. Though, I've removed my expectations.
Stephen, your first two sentences perfectly summarized the situation of Apple (and other tech companies... I'm looking at you, Google). Great article!
On another note, it's also always enjoyable to see the names of people I recognize from Medium here! It adds some of that human connection, like people are more important than platforms.
"To me, it just proves our tech overlords want us to forget anything of creative value and strap to a single device and ecosystem— one which they have 100% control over — all day, every day. They want everything produced on a device, viewed in a headset, and engaged with on a mobile device. A creative loop devoid of most of the tools creators love using to create, replaced by a metal rectangle so thin a gust of wind would snap it in half."
As someone who is about to pursue a master's in music, I feel like I'm doing my part in rallying against this trend. Yes, I use computers and a phone and a tablet (all Apple) to share and create, but art isn't meant to be trapped in a glowing glass screen or in a tiny device you stick in your ear. It's so much bigger and better and more important than that.
I rely on my machines to support my creativity, but they're not the engine for it.
PS - the reverse is an AMAZING ad. How could they have missed that!? Ah well. At least they can acknowledge their misstep.
Yeah--I make music and compose with analog synthesizers and classical guitar, and it's funny/sad to me that most of the conventional classically trained composers I've met (which I'm not--I studied math and biology)--think this is a quaint idea at best, and do everything 100% digital and usually never have any response beyond, "it's good enough and it's cheaper," which I think it completely missing the mark, to put it lightly--I like making music with analog methods, for instance, because it's more human to me, and leads me to different results than staring at plugins (and now, AI Plugins) on a screen for hours..and it actually does sound better.
One would hope a company like Apple knew better - they were the rebels of their time. The stand out. Now they've become what the hated and stood against.
That reversed video is something else. Well done.
Enjoyed listening to your perspectives on this. As a long time Apple fan, I think you’ve hit the nail on the head with explaining the sheer annoyance and year-on-year disappointment that so many consumers are feeling.
I’m constantly looking out for a company that’s going to defy that mould and take a new approach, but I haven’t seen one yet. Even new and small indie tech firms are chasing after either the AI trend, or big tech; while creatives are indeed standing on uneasy footing, what’s scarier is that no tech company is looking for creative retention, and the protection of human skill and interaction. It’s all a little odd.
I wonder, often, where we will all be in 10 years time…
Yeah, it’s almost like we hit the peak of innovation with the top smartphones, and have chasing tails ever since. AI and headsets reek of desperation — and just look at how it went with Humane and Rabbit.
Agreed. I'd have hoped that they would have tried to break the mould a bit more. Nonetheless, with Apple's event coming up, I'm wondering whether they will bring anything new to the table as they've been buying out several AI-indie companies over the past few years. Feels like they've been sitting on some big development. Though, I've removed my expectations.
Stephen, your first two sentences perfectly summarized the situation of Apple (and other tech companies... I'm looking at you, Google). Great article!
On another note, it's also always enjoyable to see the names of people I recognize from Medium here! It adds some of that human connection, like people are more important than platforms.
Nice to see you over here too Louise!
Thank you!
"To me, it just proves our tech overlords want us to forget anything of creative value and strap to a single device and ecosystem— one which they have 100% control over — all day, every day. They want everything produced on a device, viewed in a headset, and engaged with on a mobile device. A creative loop devoid of most of the tools creators love using to create, replaced by a metal rectangle so thin a gust of wind would snap it in half."
As someone who is about to pursue a master's in music, I feel like I'm doing my part in rallying against this trend. Yes, I use computers and a phone and a tablet (all Apple) to share and create, but art isn't meant to be trapped in a glowing glass screen or in a tiny device you stick in your ear. It's so much bigger and better and more important than that.
I rely on my machines to support my creativity, but they're not the engine for it.
PS - the reverse is an AMAZING ad. How could they have missed that!? Ah well. At least they can acknowledge their misstep.
Nailed it — creativity is bigger than the glass box.
Yeah--I make music and compose with analog synthesizers and classical guitar, and it's funny/sad to me that most of the conventional classically trained composers I've met (which I'm not--I studied math and biology)--think this is a quaint idea at best, and do everything 100% digital and usually never have any response beyond, "it's good enough and it's cheaper," which I think it completely missing the mark, to put it lightly--I like making music with analog methods, for instance, because it's more human to me, and leads me to different results than staring at plugins (and now, AI Plugins) on a screen for hours..and it actually does sound better.
Happens with a lot of businesses. Once they get to a point where they have become 'iconic' they start to slip. First customer service then products.
Yup. They all seem to fall the same way
One would hope a company like Apple knew better - they were the rebels of their time. The stand out. Now they've become what the hated and stood against.
I will never understand why people are so mad over an ad. Its all about the stuff you can do with the iPad. Way more than you could back in the day.
Hey, if you’re happy with your entire creative output being confined to the steel box, you do you.