Last week, TechCrunch paid a visit to Apple’s Austin, Texas manufacturing facilities. Since 2013, the company has built its Mac Pro desktop about 20 minutes north of downtown. The 400,000 square foot facility sits in a maze of industry parks, a quick trip south from the company’s in-progress corporate campus. In recent years, the capital […]
Apple’s Design Awards nominees highlight indies and startups, largely ignore AI (except for Arc)
With its list of Apple Design Awards finalists, Apple is celebrating indie apps and startups over bigger tech firms — including those offering AI chatbots. At a time when its App Store model has been called into question by legislators and regulators alike, Apple’s annual list of what it considers the best and most technically […]
Why Apple’s ‘Crush’ ad is so misguided
Welcome to Week in Review: TechCrunch’s newsletter recapping the week’s biggest news. This week Apple unveiled new iPad models at its Let Loose event, including a new 13-inch display for the iPad Air, as well as Tandem OLED and a new M4 chip for the iPad Pro. But its ad for the new iPad Pro […]
Apple’s ‘Crush’ ad is disgusting
Apple can generally be relied on for clever, well-produced ads, but it missed the mark with its latest, which depicts a tower of creative tools and analog items literally crushed into the form of the iPad. Apple has since apologized for the ad and canceled plans to televise it. Apple’s VP of Marketing Tor Myhren […]
Apple’s ‘Crush’ ad is disgusting
Apple can generally be relied on for clever, well-produced ads, but it missed the mark with its latest, which depicts a tower of creative tools and analog items literally crushed into the form of the iPad. Many, including myself, had a negative and visceral reaction to this, and we should talk about why. It’s not […]