Conceptual art is an artistic direction that emphasizes the ideas, concepts and content of the work, rather than its visual representation. The main purpose of conceptual art is to convey a certain intellectual or philosophical idea to the viewer, not to create an attractive outer shell. Is the increase of conceptuality in art its development or decline? What is more important – the inner idea or the outer beauty? One artist paints beautifully, but without ideas, while another paints with ideas, but not beautifully. Who has the greater talent? And now the most important thing - how does the talent of the wizard’s apprentice develop?