The other day I was having a quiet outdoor drink with a friend, chatting about work. I mentioned, with a dramatic sigh, that I had to transcribe an interview that I’d done recently—an onerous but necessary task. A woman sitting next to us took that as a cue to stop her passive eavesdropping and chime in. “I’m sorry, did you say ‘transcribe’?” she asked.
To be fair, I don’t think Apple actually decided to go mask off about its and its cohort’s villainous intentions. This is more likely just a bad metaphor made by either internal or external ad people. The ad is, of course, simply trying to say that all the multitudes of the creative world—music, visual art, video games, and beyond—can be contained within this one slim device, while taking influence from the popular genre of hydraulic press videos.