New Apple Ads

Well, being such a HUGE Apple fan, I thought I'd chime in on the new commercials. They are probably right on target with whatever creative brief that was associated with the campaign. The commercials are well executed, well cast (The use of the "Bill Gates" guy is mildly amusing) and a couple of them are really funny (the Network one is my favourite - I laughed out loud)... but...

The problem I have with the series is that they are totally getting away from the key thing that I've always loved about Apple: They are "saying" they are cool rather than "being" cool. Not sure how this will play out. We'll see...