Every few years Apple does this. They create an ad that reminds people of the philosophy behind the products they make.
They did it in 1984.
They did it in 1997.
This is not a new direction for Apple advertising (at least is shouldn't be). This is a one-off like those previous efforts, that will reset the brand and create a framework for the product advertising that is to come.
So please, all the critics and naysayers out there, you can stop the heavy breathing. In spite of its recent issues, I expect Apple to be just fine.