Craig Constantine

Just a cou­ple of days ago, Apple CEO Tim Cook tweet­ed out a video pro­mot­ing, “the new iPad Pro: the thinnest prod­uct we’ve ever cre­at­ed.” The response has been over­whelm­ing, and over­whelm­ing­ly neg­a­tive: for many view­ers, the ad’s imagery of a hydraulic press crush­ing a heap of musi­cal instru­ments, art sup­plies, and vin­tage enter­tain­ment into a sin­gle tablet inad­ver­tent­ly artic­u­lat­ed a dis­com­fort they’ve long felt with tech­nol­o­gy’s direc­tion in the past cou­ple of decades. As the nov­el­ist Hari Kun­zru put it, “Crush­ing the sym­bols of human cre­ativ­i­ty to pro­duce a homog­e­nized brand­ed slab is pret­ty much where the tech indus­try is at in 2024.”

~ Colin Marshall, from Aldous Huxley Explains How Man Became “the Victim of His Own Technology” (1961)

Setting aside the marketing brouhaha, I was gobsmacked by the phrase, “Crushing the symbols of human creativity to produce a homogenized brand-slab […]” 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 symbols—images, place holders, iconography—of 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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