This ad disgusts me

Dear EVOlutionaries,

I don't know if you saw Apple's new iPad commercial, but it's been going viral—and not in a good way. This ad just absolutely disgusts me. It disgusts us over at the Project Evo team because it embodies everything that's wrong with the world today.

If you haven’t seen the commercial, Apple takes all of these things that we know and love—guitars, cameras, paint sets, pianos—and puts them into a giant hydraulic press, slowly crushing them until they become an iPad. Sure, the idea is that all of these things fit into the iPad. But what's sad about this is what it's also saying: we're destroying all of these things for an iPad.

Our kids today are obsessed with iPads. They're addicted to dopamine, addicted to their screens, and Apple knows this. They're taking advantage of it. All of the things we grew up with, all of these things we know and love, are just being destroyed. Instead, we're becoming more attached and more addicted to our devices, which is terrible.

From our perspective, the world is trying to homogenize us. It's not just that every single thing we love is being crushed and put into a mold. The world is trying to do that to us too. They're trying to crush us, put us into a mold, and keep us the same—fit us into this tiny little box, this tiny little screen.

And we're not going to stand for that.

That's why at Project Evo, yes, we have our app, which we highly recommend. But we also pair it with our physical planners (Alchemist, Architect, Explorer, Oracle) so you can escape technology. You have a place, especially when you need to focus most, where you shouldn't be on your devices. You need distraction-free planning.

Everybody works differently.

Not everyone, myself included, prefers to work in a digital space. Studies have shown that manually writing things down can improve retention. That's why, even in our app, we included things like voice-to-text. We don't want you just staring at a screen and typing away. You can talk to Ellie in the app naturally, using the voice-to-talk button.

We want to do everything we can to fight this trend. Yes, I have an iPad. I have Apple devices, and I continue to use them. I'm writing this email on an Apple device. There are benefits to it, but it's just really, really important that we stay uniquely who we are and don't let the things we love get crushed and turned into technology.

As a team, that's our dedication to you. We'll continue to fight for you and for what makes you, you, so that you can thrive and not be squeezed and crushed like everyone else.

Stay strong,

Thomas and Chad

PS — As you can see, we are focused on helping you train your brain this week. It’s equally as important that you choose the ‘right’ activities to train your brain as it is to avoid activities that “melt” your brain, resulting in lost focus and a short attention span.

EVO Community Commentary

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