I actually agree with you. I would not have chosen such a song. I wonder if the people charged with approving the commercial had ever heard it. . . or were just nodding along with the rhythm and saying "catchy." Steve Jobs would not have allowed it. When asked about why he did not allow Apple to make donations to political candidates, specifically Democratic Candidates, he stated that HALF of Apple's customers were Republicans. . . and he did not want to alienate half of their customers, either way. For Jobs, it was always about business and pleasing customers. His politics were always private, away from Apple.
These later managers at Apple are not so wise as Jobs, I think. . . or, perhaps, as careful in checking every detail about everything. Jobs was a perfectionist and compulsive about it. I see signs that that kind of attention to detain is no longer there.
For the record I have no particular bent against Apple. I’ve been using an IPad for my primary surfing for awhile now. Just yesterday my wife stated that she’d like one as well.
I hadn’t heard the gigantic commercial linked above. I don’t watch very much TV. The only reason I saw this “change” ad was that I watched the NFL playoffs this weekend (the only games I’ve watched so far this season). This commercial was played heavily during the games.
Both commercials to me shows that Apple is pushing the boundaries of their dual-messaging: we’re cool if you’re part of the in crowd. It’s like knowing how to order from In-N-Out: it’s a whole other layer of branding than what’s on the surface. One time is a questionable mistake. Two is a trend.
You're absolutely right about that. Jobs was an impossible act to follow exactly. Apple is still doing a lot of things right, and will continue to thrive, but a bit of the sharp edge has been dulled. Not a fatal flaw, but I do miss that sharp edge.
Speaking of edge, did I ever mention I came within about $100 of buying one of the original Apple I boards, in Philadelphia of all places, back before the Apple II. I was working with a KIM-1 at the time and putting my money into expanding that. *sigh* I still have that KIM-1. It's not worth nearly what an original Apple I would be. *sigh*