Just a couÂple of days ago, Apple CEO Tim Cook tweetÂed out a video proÂmotÂing, âthe new iPad Pro: the thinnest prodÂuct weâve ever creÂatÂed.â The response has been overÂwhelmÂing, and overÂwhelmÂingÂly negÂaÂtive: for many viewÂers, the adâs imagery of a hydraulic press crushÂing a heap of musiÂcal instruÂments, art supÂplies, and vinÂtage enterÂtainÂment into a sinÂgle tablet inadÂverÂtentÂly articÂuÂlatÂed a disÂcomÂfort theyâve long felt with techÂnolÂoÂgyâs direcÂtion in the past couÂple of decades. As the novÂelÂist Hari KunÂzru put it, âCrushÂing the symÂbols of human creÂativÂiÂty to proÂduce a homogÂeÂnized brandÂed slab is pretÂty much where the tech indusÂtry is at in 2024.â
~ Colin Marshall, from Aldous Huxley Explains How Man Became âthe Victim of His Own Technologyâ (1961)
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Setting aside the marketing brouhaha, I was gobsmacked by the phrase, “Crushing the symbols of human creativity to produce a homogenized brand-slab [âŚ]” Yes, “homogenized brand-slab” is brilliant and feels like a line of dialog from THX-1138. But I was really fish-hooked by the “symbols of human creativity” part. I talk a lot and often these days about creativity, but I’d never really considered the question: What are symbolsâimages, place holders, iconographyâof creativity?
Because it doesn’t seem to make sense to me why a paint brush, or a trumpet (for example) represent creativity. It’s the mind of the person that does the creativity part… and so: What are symbols of creativity?
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