Bored of Apple bashing. Most people on this are still going to buy their products because they are good not because of the ads or Tone of the evil empire. Designers stop being assholes.
yes, because marketing has nothing to do with sales.
Yes! I was wondering if anybody else noticed the shift in Apple's tone. "Think Different" was about empowering people to follow through on their own huge, world-changing ideas. "Our Signature", while not a bad campaign, subtly shifts that message. The actors featured in the new campaign are generic "users", who make use of Apple's products on Apple's terms: they are creating and communicating, certainly, but in (relatively) mundane and obvious ways. The geniuses featured in "Think Different" transcended their tools in order to create, but in this new campaign, the idea is that we are subservient to the devices we use.
I don't think I'm reading too far into this. This campaign is clearly intended to reference the "Think Different" and "1984" campaigns, and the shift in tone is easy to register. I was fairly young when the "Think Different" launched, and it was incredibly inspiring to me. I do wish they'd return to it.
I also felt that Apple had gone through a positioning workshop or two, they had (and have) to find out who they are if not Steve Jobs dream execution machine. At the moment they seem to think that what makes them unique is that they are great designers working together in California.