It's dystopian because they're crushing these items, and not only crushing them, but doing it slowly in a way that seems to take pleasure in the destruction. Because they've unintentionally created a visual metaphor for the relentless commoditization, dehumanization and destruction of culture and art by capitalism, tech and AI, and the crass arrogance displayed by the tech community towards creatives.
If you can't interpret any meaning in the ad beyond Apple's sales pitch, fair enough, but there are other ways to interpret visual language besides the literal.
And... it's not that amazing an achievement. An Apple tablet that runs Adobe software? Big deal. Even the "thinness" that's supposed to be the focus of the message isn't that impressive. No one really cares that Apple shaved a millimeter off the cross-section, it just a vanity spec that makes the damn thing more fragile.
If you can't interpret any meaning in the ad beyond Apple's sales pitch, fair enough, but there are other ways to interpret visual language besides the literal.
And... it's not that amazing an achievement. An Apple tablet that runs Adobe software? Big deal. Even the "thinness" that's supposed to be the focus of the message isn't that impressive. No one really cares that Apple shaved a millimeter off the cross-section, it just a vanity spec that makes the damn thing more fragile.