Have you seen them?
Video 1
Video 2
Video 3
This looks like a shift from what Apple has been doing until now. Apple ads have always been about highlighting the simplicity of use and the "aura of magic" that you experience when using a mac.
These ads, to me, they read in a couple of possible ways:
- Mac users are so dumb they can't do the simplest of things without the help of a genius
- Macs are so complicated to use that even the simplest of things require the assistance of a genius
Not very clever of Apple I would say. Thoughts?