Maybe it’s because I hate ads in general, but I don’t see what makes this one different than the other vapid ads forced on me. Seems no worse than them, so I don’t understand the uproar. Ads are frequently stupid and follow popular trends; big deal. You could have Scorsese direct a commercial and I’d still think it’s stupid.

People don’t like watching beloved objects (e.g. musical instruments) handed down.

When my father died, my sister didn’t give a shit about the house. She just wanted the guitar - which our father inherited when another musician died.

It’s 130 years old, nobody knows what trade secrets the luthier who created it used to get that sound, and no other instrument sounds the same. It’s been used on stage in countless live performances and has been used to record over a hundred songs in a professional recording studio. It’s literally impossible to replace and Apple made a video dedicated to destroying a bunch of instruments and replacing them with a touchscreen with a few shitty speakers. As if listening to an MP3 is as good as listening to someone play an actual instrument.

They didn’t actually destroy them… it’s all CGI. And people are free to enjoy music how they feel. I’d rather listen to a streamed song from my phone while sitting on the train than sitting there playing my guitar… imagine 50 people in a train carriage all trying to play their own music.

Why do you say it’s CGI?

Because the way things crushed was a bit strange. No way the metal paint cans crushed before the wooden piano top. The bouncing emoji is also nothing that can be planned that perfectly.