AdAge carried an article declaring the new Apple commercials are their worst yet. I wouldn't go that far, but they are disappointing. Let me qualify that. If it were any other advertiser I'd say they weren't bad, and acceptable fare. Apple and Steve Jobs set the bar so high that almost anything is going to appear like a disappointment. I think the biggest issue with the new commercials is the assertion that Apple customers or potential customers are computer id-yots.
Check out the article for yourself. One of the commercials is below for reference.
I know, you can see the commercial right there, but according to Apple's new spots, you would have never figured that out.
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.