Some people actually have values, and some people actually believe, genuinely and deeply, in the value of art. I know that some cynical people don't understand why any of these things are important, but I think that's a sad attitude that diminishes life. To a cynic, Apple's marketing as a computer-maker for creative people has always been a con and the people who responded well to this marketing are just suckers. Perhaps this is true, but this disastrous ad from Apple shows why cynicism always fails even by its own standards. A cynical con is always found out and ultimately does not pay. To put it in terms a cynic will understand, Apple has built a market position on selling to creative professionals, and people in any profession are more favorably disposed to vendors who respect their profession. This ad, by showing such contempt for the profession of an important segment of Apple's customer base, throws away decades of good will nurtured by careful, effective marketing. Perhaps it seems foolish for customers to expect to not be gratuitously insulted by a company asking for their money -- to me, it seems like elementary self-respect.
My cynicism is directed at the fanbase, for ever having believed Apple also believed in the value of art.
I do beleive in the value of art, and find the "run it in reverse" symbolism of the fan edits a much better idea. they shoulda done it that way.
As to the actuality of filming the destruction of instruments ... It's a sad truth that not all musical instruments are loved, or kept in good repair, or economically viable tools any longer. I understand how it can fell like putting a puppy down, but then again, sometimes it's necessary. Had I been called upon to make such an effect happen I'd have collected pawn shop trash and made it shine like fake food.
Finally, especially given the derivative works, can we argue that someone at the ad agency that produced this was also producing art? we may not like it but they might have truly thought this vision worth sharing.
