It's just Apple being Apple

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.

Apple's brand is all about democratizing the computer, putting technology in the reach of ordinary people in a way that improves their lives. That hasn't changed. The products have evolved and will continue to evolve to stay relevant as the world changes.

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.