Apple’s great flattening.

Did you see that Apple ad? The one where they crushed all the creative tools of the last several centuries into one super-thin iPad. Creatives didn’t love it. This Stratechery piece uses the ad as a jumping off point for a broader analysis. “One thing I do credit Apple for is not trying to erase the ad from the Internet — it’s still posted on CEO Tim Cook’s X account — because I think it’s important not just as a marker of what has happened over the last several years, but also the choices facing us in the years ahead.” ~ learn more