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Apple’s ‘Crushing’ of the Good and Beautiful Is Step One in Demanding Our Compliance

Younger people in particular seem to have no understanding of the reality of conflict or war and the complex calculus that needs to be done when making moral judgments about competing cultural traditions. Yet the ruling-class elites insist this is the new way and that any rebellion against it is some form of phobia, a literal fear of another religion, sex, or culture. Those of us who wish to preserve human nature and a teleological perspective on the world are not afraid of anything. We simply wish to protect the goodness, beauty, and truth of God’s creation and man’s ability to express that through art, music, and creativity.

I recently was back in the basement of my parents’ home, digging through old yearbooks and photo albums. My brother nagged me to find the old stereo with the turntable and vinyl records. In an age of modernity, it seems we can’t help but long for the things that have been indeed “crushed,” as recently illustrated by Apple’s new iPad ad.

Last week, Apple faced so much backlash to its new commercial bragging about the destruction of humanity, that the company quickly apologized and admitted it “missed the mark.” Particularly for those of us who are old enough to remember all of the musical, gaming, and artistic icons crushed by the huge hunk of metal’s descent to generate the “thinnest iPad ever,” the ad justified every fear we have of technology overtaking our lives. It also goes to show how out of touch the technocratic elites are with not only the experience of everyday Americans but humanity.

British actor Hugh Grant said it best in his caustic criticism of the ad: “The destruction of the human experience. Courtesy of Silicon Valley.”

Many of us long for the days when we had more contact with the material world and a reality that forced us to interact with the tangible. We turned pages of books and magazines. We made our own brownies and cookies, even if they were from a box or tube. Despite more convenient packaging, many still made food from scratch. We ran or biked out on roads rather than in place with digitized scenery and climatized rooms. We felt a stronger connection to the environment around us and our interplay in it.

While technology makes life more convenient, it doesn’t alter the fundamental reality of human nature. To thrive, humans need connection with the physical world, including other humans. We see the devastating effects technology has had on physical and mental health, particularly in younger children during the years when establishing healthy relationships and habits is crucial for proper development, maturity, and happiness.

The Effects of a Disembodied Culture

When we disengage from the reality of the world around us, with all its challenges and obstacles, we become fragmented and disembodied.

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