The popular sentiment has changed from enthusiasm about "digital", to disillusionment about big tech inserting themselves into our lives to monetize everything.

In 2009, smartphones were a novelty, and the iPad has not been announced yet. People were wowed by the new capabilities that "multimedia" devices were enabling. They were getting rid of the old, outdated, less capable tools.

Nowadays "multimedia" is taken for granted. OTOH generative AI is turning creative arts into commoditized digital sludge. Apple acts like they own and have the right to control everything that is digital. In this world, the analog instruments are a symbol of the last remnants of true human skill, and the physical world that hasn't been taken over by the big tech yet. And Apple is forcefully and destructively smushing it all into AI-chip-powered you-owe-us-30%-for-existing disneyland distopia.

I guess earlier people must have assumed it is not really possible to replace all those instruments and tools with a small phone.

So the ad was probably punching up in a way back then.

Today there is a real recognition of how pervasive digital devices and AI tech is becoming.

With all the might and influence Apple and tech companies now have - this ad might have evoked a sense of punching down.

Apple ads team should apologize to LG for stealing their ad

Apple steals _everything_ and never apologizes.

https://www.theregister.com/2012/10/12/apple_licenses_swiss_...