Exactly. Just with all other good writing, you have to show, not tell. Those ads with people talking on Facetime for example were great - they showed how Apple's products made life nicer without actually saying "see how your life will be nicer". These new ads unfortunately go the other way.
Now that can still be OK. If for example Apple is actually trying to change the discourse about how people judge devices - "don't judge devices by how much they cost, or their spec sheet, judge them about how much they improve your life" then an occassional ad that explicitly makes people think about things in that way can be effective. It's not about selling an iPhone, it's about getting people to think about these issues when they are in the shop buying a phone, rather than simply just opting for the cheapest phone they salesperson shows them.
Still, it grates. I think they could have got that message across without explicitly stating the message.
Now that can still be OK. If for example Apple is actually trying to change the discourse about how people judge devices - "don't judge devices by how much they cost, or their spec sheet, judge them about how much they improve your life" then an occassional ad that explicitly makes people think about things in that way can be effective. It's not about selling an iPhone, it's about getting people to think about these issues when they are in the shop buying a phone, rather than simply just opting for the cheapest phone they salesperson shows them.
Still, it grates. I think they could have got that message across without explicitly stating the message.