Apple Mac Pro or Cheese Grater

Apple Mac Pro or Cheese Grater

Jun 12, 2019

There are some things I like about Apple products. When they “just work” they are great – but over the last few years, the limits of a closed ecosystem have been exposed. These days we are looking further afield for our design-conscious devices, content and computing. Even the once transformative iTunes is closing down.

But when Apple recently launched its new Mac Pro, comparisons were drawn not with high-end design of fashionable devices, but with low tech, everyday living implements.

Marketers, always keen to step into a pop-culture moment saw this as an opportunity. This ad for IKEA Bulgaria is certainly understated, but no doubt, it will grate on the nerves of the Apple designers.

There has been a long period of analysis and graft around media and communication, with particular focus on the role of news, the emergence of “fake news”, orchestrated misinformation and global political upheaval. I am hoping that we will see more of the sense of play on display here. It encourages us to see beyond the shallowness of words and the divisive nature of “positions” towards the humanity and humour that connects us all.

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