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Yes, Apple's new iPad ad is ugly and crushing, but art can't be flattened

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Yes, Apple's new iPad ad is ugly and crushing, but art can't be flattened

There is something so ugly about crushing an acoustic guitar. Making it buckle, making the middle of it explode in splinters. That might be personal to me, as someone who grew up with a dad who was what you might call a campfire guitarist — not a performer, just a dad who used to entertain us with songs like “Dark as a Dungeon,” a little folk tune about the lethal dangers of coal mining. Maybe to you, it’s not the guitar. Maybe it’s the cameras or the vinyl records.

A little more than halfway through the new ad for “the thinnest Apple product ever,” an enormous hydraulic press bears down on an acoustic guitar — and cameras, and records, and other things that hold reservoirs of emotion for people who make art. Paint, pencils, a dressmaker’s mannequin, books, a wooden model of a person, a not-yet-dry clay bust, a video game cabinet. Everything is flattened under its power. But the most spectacular crushings are of musical instruments — that guitar, a piano, a drum set, a trumpet standing on its end until it gives way.

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The ad — which Apple has since apologized for — is meant to communicate, I suppose, that this tiny, thin iPad can contain what is important from all these things. It can replace them all. You can make your music with it. You can paint with it. You can play games on it. You can take your photos with it. And it suggests this means you can finally destroy all those things that have been so burdensome, like massive pianos and messy paint.

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But these are not practical items to begin with. Nobody owns a piano because it’s practical; it’s about the least practical thing you can own. It can wreck your floor. It goes out of tune. And if you happen to get a new place, you don’t just need movers for it; you may need special movers. You don’t own a piano to get from point A to point B in the most direct way you can. You own a piano for the reason we had one in my house: a person plays it. Someone sits down, as my mother did, and plays the “Maple Leaf Rag,” and you can hear the pedals lightly squeak, and you can watch hands skitter across keys, and of course you are listening to music — but also, those are your mother’s hands.

Of course, to be fair, the ad is also meant to cause controversy, because you do not crush beautiful things and offend accidentally. The ad says almost nothing about the iPad itself except that it’s very thin; the point is all the crushing, the point is the ugliness, so admittedly, to recognize that ugliness is to serve the ad’s purpose.

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But its ugliness is also what proves the folly of its concept. The reason people will react as emotionally as they do to the vulgarity of the ad is precisely why the thinnest iPad yet cannot do what they say it will do. It cannot replace the things that people have, over hundreds of years, learned to carry and live beside, and to incorporate into their creation of what they hope will be beauty. Art is intertwined with humanity, with all its flawed dimensions, and the two cannot be separated. In the making of art, there is family, there are friends and collaborators, there is both fragility and permanence, and there is the passage of time. And there is physicality.

In our current environment, the ad plays as an extension of, or maybe a companion to, the idea that artificial intelligence — or what travels under that name — can take over the production of art: of books, of illustrations, of music, of films. We are enduring an all-out assault on the need for anyone’s idiosyncratic individuality to be involved in the creation of art. It is an attempt to reduce creative acts to devices with the right capabilities, to the point where machines can make it all entirely without us. We will, in this vision, order a book or a film as we do a mass-produced piece of fast fashion, and as such, it will be cheap and disposable and reliant on the exploitation of labor.

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But the very fact that Apple knew this ad would make people so angry is how you know this reductive approach to art is doomed to fail. The people who made this ad specifically chose to crush things that are valuable not only because of their capabilities, but because they are things that creative people imbue with meaning, that they save up for and hand down to their kids. Those things will not be replaced by iPads.

You can make beautiful music with an iPad; you can make beautiful digital art. But that art will be made alongside other music, other art, not stacked on top of the corpses of old violins. If you think of new frontiers in art as an opportunity to destroy sculptures or explode bottles of paint, you never understood art at all, and you never will.

In certain kinds of stories, “I am not worried” is the last thing you say before the monster devours you. But while I am worried about the economics of art and its creation, I am not worried at all that art made by humans will ever vanish or be replaced by the thinnest iPad ever. The gasp that went up from so many people when they saw that guitar explode, that sound came from the part of a human being that makes art. And that part instinctively understands that beauty isn’t fixated on tech-world dominance. It doesn’t demand to crush what is loved in order to chase the fantasy that you can fit everything that matters into the pocket of a briefcase.

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‘Hamnet’ star Jessie Buckley looks for the ‘shadowy bits’ of her characters

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‘Hamnet’ star Jessie Buckley looks for the ‘shadowy bits’ of her characters

Jessie Buckley has been nominated for an Academy Award for best actress for her portrayal of William Shakespeare’s wife in Hamnet.

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Actor Jessie Buckley says she’s always been drawn to the “shadowy bits” of her characters — aspects that are disobedient, or “too much.” Perhaps that’s what led her to play Agnes, the wife of William Shakespeare, in Hamnet.

Buckley says the film, which is based on Maggie O’Farrell’s 2020 novel, offered a chance to counter a common narrative about the playwright’s wife: that she “had kept him back from his genius,” Buckley says.

But, she adds, “What Maggie O’Farrell so brilliantly did, not just with Agnes and Shakespeare’s wife, but also with Hamnet, their son, was to bring these people … and give them status beside this great man. … [And] give the full landscape of what it is to be a woman.”

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The film is nominated for eight Academy Awards, including best actress for Buckley. In it, she plays a woman deeply connected to nature, who faces conflicts in her marriage, as well as the death of their son Hamnet.

Buckley found out she was pregnant a week after the film wrapped. She’s since given birth to her first child, a daughter.

“The thing that this story offered me, that brought me into this next chapter of my life as a mother was tenderness,” she says. “A mother’s tenderness is ferocious. To love, to birth is no joke. To be born is no joke. And the minute something’s born into the world, you’re always in the precipice of life and death. That’s our path. … I wanted to be a mother so much that that overrode the thought of being afraid of it.”

Jessie Buckley stars as Agnes and Joe Alwyn plays her brother Bartholomew in Hamnet.

Jessie Buckley stars as Agnes and Joe Alwyn plays her brother Bartholomew in Hamnet.

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Interview highlights

On filming the scene where she howls in grief when her son dies

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I didn’t know that that was going to happen or come out, it wasn’t in the script. I think really [director] Chloé [Zhao] asked all of us to dare to be as present as possible. Of course, leading up to it, you’re aware this scene is coming, but that scene doesn’t stand on its own. By the time I’d met that scene, I had developed such a deep bond with Jacobi Jupe, who plays Hamnet, and [co-stars] Paul [Mescal] and Emily Watson, and all the children and we really were a family. And Jacobi Jupe who plays Hamnet is such an incredible little actor and an incredible soul, and we really were a team. …

The death of a child is unfathomable. I don’t know where it begins and ends. Out of utter respect, I tried to touch an imaginary truth of it in our story as best I could, but there’s no way to define that kind of grief. I’m sure it’s different for so many people. And in that moment, all I had was my imagination but also this relationship that was right in front of me with this little boy and that’s what came out of that.

On what inspired her to pursue singing growing up

I grew up around a lot of music. My mom is a harpist and a singer and my dad has always been passionate about music, so it was always something in our house and always something that was encouraged. … Early on, I have very strong memories of seeing and hearing my mom sing in church and this quite intense mercurial conversation that would happen between her, the story and the people that would listen to her. And at the end of it, something had been cracked between them and these strangers would come up with tears in their eyes. And I guess I saw the power of storytelling through my mom’s singing at a very young age, and that was definitely something that made me think I want to do that.

On her first big break performing as a teen on the BBC singing competition I’d Do Anything — and being criticized by judges about her physical appearance

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I was raw. I hadn’t trained. I had a lot to learn and to grow in. I was only 17. I think there was part of their criticism which I think was destructive and unfair when it became about my awkwardness, or they would say I was masculine and send me to kind of a femininity school. … They sent me to [the musical production of] Chicago to put heels on and a leotard and learn how to walk in high heels, which was pretty humiliating, to be honest, and I’m sad about that because I think I was discovering myself as a young woman in the world and wasn’t fully formed. … I was different. I was wild, I had a lot of feeling inside me. I could hardly keep my hands beside myself and I think to kind of criticize a body of a young woman at that time and to make her feel conscious of that was lazy and, I think, boring.

On filming parts of the 2026 film The Bride! while pregnant

I really loved working when I was pregnant. I thought it was a pretty wild experience, especially because I was playing Mary Shelley and I was talking about [this] monstrosity, and here I was with two heartbeats inside me. Becoming a mom and being pregnant did something, I think, for me. My experience of it, it’s so real that it really focuses [me to be] allergic to fake or to disconnection.

Since my daughter has come and I know what that connection is and the real feeling of being in a relationship with somebody … as an actress, it’s very exciting to recognize that in yourself and really take ownership of yourself.

I’m excited to go back and work on this other side of becoming a mother in so many ways, because I’ve shed 10 layers of skin by loving more and experiencing life in such a new way with my daughter. I’m also scared to work again because it’s hard to be a mother and to work. That’s like a constant tug because I love what I do and I’m passionate and I want to continue to grow and learn and fill those spaces that are yet to be filled — and also be a mother. And I think every mother can recognize that tug.

On the possibility of bringing her daughter to travel with her as she works

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I haven’t filmed for nearly a year and I cannot wait. I’m hungry to create again. And my daughter will come with me. She’s seven months, so at the moment she can travel with us and it’s a beautiful life. And she meets all these amazing people and I have a feeling that she loves life and that’s a great thing to see in a child. And I hope that’s something that I’ve imparted to her in the short time that she’s been on this earth is that life is beautiful and great and complex and alive and there’s no part of you that needs to be less in your life. You might have to work it out, but it’s worth it.

Lauren Krenzel and Susan Nyakundi produced and edited this interview for broadcast. Bridget Bentz, Molly Seavy-Nesper and Beth Novey adapted it for the web.

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‘Evil Dead’ Star Bruce Campbell Reveals He Has Cancer

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‘Evil Dead’ Star Bruce Campbell Reveals He Has Cancer

Bruce Campbell
I’m Battling Cancer

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‘Scream 7’ takes a weak stab at continuing the franchise : Pop Culture Happy Hour

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‘Scream 7’ takes a weak stab at continuing the franchise : Pop Culture Happy Hour

Neve Campbell in Scream 7.

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The OG Scream Queen Neve Campbell returns. Scream 7 re-centers the franchise back on Sidney Prescott. She has a new life, a family, and lots of baggage. You know the drill: Someone dressing up as the masked slasher Ghostface comes for her, her family and friends. There’s lots of stabbing and murder and so many red herrings it’s practically a smorgasbord.

Follow Pop Culture Happy Hour on Letterboxd at letterboxd.com/nprpopculture

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