Feeling the squeeze as a creative

This screen grab from Apple's new iPad ad perfectly encapsulates a sentiment I've been feeling lately. It feels like Apple is saying,

You aren't the creative, we are. You don't have talent without us. We're the only solution.

But it's not just Apple. Adobe could have easily made this ad. For SEOs, it could have been Google. For digital marketers, Meta.

To me, this ad is less about the distasteful destruction of creative instruments (though it was that too) and more about feeling the squeeze as a creative. Get locked in. Play by our rules. Or else ...

Here's the full ad: