Apple recently released an advert for a new iPad, and it seems it’s like a Rorschach test for our times.

The first I heard of this advert was when I saw this article in the FT, reporting that Apple had apologised for it. And so I sought out the advert. The message I got from it? Apple has managed to fit a load of different tools and functions into an extremely thin device. I wasn’t offended by it, but thought I could see why others would be: wanton destruction of perfectly good instruments, tools etc. In a world of limited resources, and from a company that preaches about sustainability, it’s not a good look, even if it’s all just visual effects.

But it turns out that I was wrong. The controversy was related to a different metaphorical interpretation of the advert. As Tedium explained:

Apple’s infamous “Crush” ad deeply misunderstands the role of the hydraulic press in meme culture.

I’m completely ignorant of the role of hydraulic press in meme culture. It turns out that there’s a whole industry around videos showing hydraulic presses crushing things. I did not know this existed. I’ve heard of Will It Blend—but I’m clearly behind the times when it comes to online video culture.

The ad doesn’t connect because the message it’s trying to promote is essentially completely at odds with our understanding of the hydraulic press, which we only understand as a device that breaks things in the most brutal way possible. There’s no intelligence at all, artficial or otherwise. It just crushes things.

Clearly, many people had viscerally negative reactions. TechCrunch called the advert ‘disgusting’. Where I saw a neat metaphor for packing functions into a device, others saw an enforced digital transformation:

Does your child like music? They don’t need a harp; throw it in the dump. An iPad is good enough. Do they like to paint? Here, Apple Pencil, just as good as pens, watercolors, oils! Books? Don’t make us laugh! Destroy them. Paper is worthless. Use another screen. In fact, why not read in Apple Vision Pro, with even faker paper?

Our social context can completely change the way we interpret the same piece of footage… and perhaps I’m getting old.

One of the joys of reading the news is the occasional opportunity for disparate articles to end up explaining one another.

Ernie Smith’s Tedium yesterday was about Facebook’s new project to ask users to consent to a new feature called ‘link history’. This appears to be a feature built solely to give users a unobjectionable justification for Facebook to continue to collect data which is primarily used for advertising.

Ernie linked to a Gizmodo article by Thomas Germain which said:

When you click on a link in the Facebook or Instagram apps, the website loads in a special browser built into the app, rather than your phone’s default browser. In 2022, privacy researcher Felix Krause found that Meta injects special “keylogging” JavaScript onto the website you’re visiting that allows the company to monitor everything you type and tap on, including passwords. Other apps including TikTok do the same thing.

I find it astonishing that Facebook is harvesting people’s passwords for other services, and yet this is neither major news nor has prompted a mass exodus from the platform.

Yet, I often hear people discussing with certainty the conspiracy theory that Facebook covertly analyses continuous audio recorded from people’s phones to target advertising. Confirmation bias provides ‘evidence’ for people. It’s essentially nonsense, but it’s accepted as fact by many people.

So… what’s going on here? Why would people choose to keep using a service that violates their security and which they believe to spy on them? Why are so many people still active users?

In Platformer, Casey Newton shared a link to an article by Hannah Devlin in The Guardian which answers those questions:

Almost half of British teenagers say they feel addicted to social media … The finding, from the Millennium Cohort study, adds to evidence that many people feel they have lost control over their use of digital interactive media.

People feeling addicted to products which don’t have their best interests at heart is a depressing situation, though I guess it’s a common one.

I quit social media in 2020, for no better reason than noticing that my mood after opening the apps was typically worse than my mood when logging on. I can’t claim that I’ve become a new person, reclaimed hours of time, or cast off any psychological shackles. But I can say, without a scintilla of doubt, that I don’t miss it at all.

The image at the top of this post was generated by DALL·E 3.

Ernie Smith recently wrote:

In the internet era, there is absolutely zero guarantee that our words will outlive us. While not to be morbid, I have literally said to my wife that this would actually be important to me, to have the knowledge that my thoughts would continue to be online, even after my passing. That’s not a small ask.

I was surprised by the strength of my negative reaction to the implied idea that I would want my writing to be preserved after my death: it was something approaching horror.

I have very fixed ideas about my own death, and this made me realise that these ideas are perhaps more fixed than I realised. In essence: when I’m dead, I am dead. I therefore will no longer give a toss about whether my website is online, what anyone does with my organs, or whether I’m buried or cremated. I will, quite literally, care less than I did at any point during my life. If the people who remain find comfort in some activity or other, then they ought to do it; they ought not to sit around and consider whether it is ‘what I would have wanted’ or not, as I am quite literally unable to care.

Obviously, this kind of thing is intensely personal, and I wouldn’t want to seem like I’m judging others. Each to their own. What surprised me was the strength of my own feeling about my own view of this stuff.

It also made me reflect on how my own position is an imposition in its own way. It shifts the whole burden of decision making onto other people, who may not feel that they are in a position to make those decisions. It withholds any easy answers. Perhaps having clear wishes is the easier option all round.

The image at the top of this post was generated by Midjourney.

I’m predisposed to dislike Meta’s new social media app Threads. It’s years since I left Instagram and Twitter, and I haven’t missed either of them. I’m therefore unlikely to be convinced by something which seems to be a combination of the two. But equally, my lack of engagement means that I’m not well-informed, and my opinions ought to be taken with a pinch of salt.

Yet, Threads has been unavoidable in recent days, with acres of press coverage. In this post, I want to reflect on some of the things I’ve read.

In Tedium, Ernie Smith wrote:

I don’t feel particularly motivated to write about Threads, the Instagram-in-Twitter-form social network that Meta launched this week. It feels like a social network that exists to check a box for a company that owns a lot of social networks. But I do think it represents something about the moment that we’re in, where people are so desperate for a certain kind of experience that they will go from the hands of one billionaire to another, in hopes that will give them what they don’t feel like they were getting before.

It would be a bit rich of me to claim that I don’t feel motivated to write about Threads at the start of a blog post about Threads. But I do feel removed from it. I can’t imagine I’m ever going to join the service, and—in all honesty—I think the moment for this sort of short-text-based social media service has probably passed.

In his Platformer newsletter, Casey Newton interviewed Instagram’s Adam Mosseri about the new product. This bit stood out to me:

The thing that makes Twitter distinctive, Mosseri said, is that replies are given the same visual priority as the original posts. In a world where every other social network buries comments underneath posts, Twitter elevates them. And that encourages people to participate in discussions.

“The post-and-comment model is great,” Mosseri said. “But it really does not support public discourse nearly as well as the tweet-and-reply model. Elevating the reply to the same level as the original post allows for much more robust, diverse discourse.”

I fundamentally disagree with this: I think giving replies equal prominence to original posts fuels terrible discourse. It pits experts on the same level as conspiracy theorists. It encourages people to seize on the tiniest error, the most abstracted perceived slight, in any Tweet in order to ramp up engagement with the reply. It encourages attack, not discussion, and pile-ons (a natural by-product of giving responses the same prominence as original posts) squeeze out diversity rather than encouraging it.

In The Atlantic Daily, David Graham wrote about the impact of the death of Twitter on the ability of journalists to build personal brands. He said:

What comes after Twitter is a much more fragmented landscape. Many social-media sites command significant audiences, but no single platform can do what Twitter once did. A journalist can make a big bet on one platform, or they can try to hedge and be active on Reddit, YouTube, TikTok, Substack, and, as of this week, Meta’s Threads—give or take a dozen more. But who has the time? And besides, you don’t get the same reach. TikTok and YouTube command enormous but typically niche audiences.

I’ve written with boring frequency on this site about the BBC’s promotion of Twitter. This is, in my view, the wrong approach for myriad reasons, but the more the social media landscape fragments, the more unsustainable that approach becomes.

Imagine a 2024 Presidential election fought between Joe Biden and Donald Trump. Suppose Biden continues to campaign on Twitter, but that Trump restricts himself to Truth Social, safe in the knowledge that he won’t be banned or fact-checked and that his messages will find their way beyond the network anyway. Would the BBC continue to promote only the platform used by only one of the candidates? Self-evidently not. Would it promote Truth Social? No chance.

And so, the era of free promotion of a particular network ends… surely. We presumably revert to “Campaign X said Y”, rather than “Candidate A posted on social network B”. The latter has never made sense for the BBC anyway: it’s no more logical than saying “Party M has posted a press released on media repository N”, which has never been a thing.

Threads won’t benefit (in the long-term) from the free promotion that built Twitter.

FullFact recently posted about false news circulating on Facebook suggesting that animals had been released from Paris Zoo in recent riots.

This stood out to me because I well remember, in the days I was on Facebook, the frequency with which “escaped zoo animals” were reported in connection with any number of news stories. I remember this because I briefly parodied it in an email to partners after arranging rabies vaccinations for an individual bitten by a wild animal abroad.

This is a long-standing and easily disproved item of fake news which could reasonably cause unnecessarily fear among readers. Even all these years on, Meta hasn’t got a grip of this simple stuff. The idea that Threads will be a reliable source of anything, or a place for informed discussion, is clearly not rooted in reality.

In Garbage Day, Ryan Broderick wrote:

My verdict: Threads sucks shit. It has no purpose. It is for no one. It launched as a content graveyard and will assuredly only become more of one over time. It’s iFunny for people who miss The Ellen Show. It has a distinct celebrities-making-videos-during-COVID-lockdown vibe. It feels like a 90s-themed office party organized by a human resources department. And my theory, after staring into its dark heart for several days, is that it was never meant to “beat” Twitter — regardless of what Zuckerberg has been tweeting. Threads’ true purpose was to act as a fresh coat of paint for Instagram’s code in the hopes it might make the network relevant again. And Threads is also proof that Meta, even after all these years, still has no other ambition aside from scale.

If you look back at every era of the internet, towards the end of each, you’ll see a whole pile-up of forgotten apps that tried to swoop in and bring back or replace something that was dying or dead. Myspace tried to bounce back with a redesign. Vine was going to be resurrected as Byte. BeReal was marketed as a way to recapture the simple fun of Snapchat, etc. But it doesn’t really work that way. Our tastes change. We move on. And then suddenly we can’t imagine ever going back.

I’ve wrongly predicted the death of Twitter an embarrassing number of times. I even did it earlier this month. I think Broderick might be right that it’s the class of services that is fracturing and dying, not just Twitter specifically. And that bodes ill for Threads.

In The Atlantic Daily, Charlie Warzel is interviewed about the impact of Meta’s appalling privacy record on the potential success of Threads:

People are never going to be as concerned with privacy stuff as they are with I want to be where my friends are. I want to try something new and interesting and see if it works. And if that initial experience is easy, fun, and intriguing, the potential to hook a new user and turn them into a quality repeat customer is very high.

It’s fair to say that Warzel’s overall impression of the prospects for Threads is less positive than this brief quotation implies. But this quotation stood out for me because I think Warzel is right.

It was the ‘creepy line’ that drove me away from Google services. Like most people, I think I projected my views onto others, and assumed that everyone else is increasingly concerned about privacy too. Except, objectively, they are not.

Warzel’s words reminded me that I often overhear people talking nonsense about Facebook spying on them through their phone’s microphone and inserting related adverts into their feeds. Yet, none of them have deleted the app or left the service… even when they genuinely believe they are being covertly surveilled.

Privacy is not a big deal to most people, which probably works in favour of Threads.

It’s probably not in their favour that when I think of ‘Threads’, I think of this:

The image at the top of this post was generated by Midjourney.