The brand ad is again, in my opinion, terrible. It reminds me of when MTV jumped the shark, it has become totally self referential. It feels to me like an internal communication, a mission statement, or a guidance video for people who work at Apple. It doesn't seem to address what actual people thinking about buying and using stuff would actually respond to or care about.

Or possibly I am really, really, out of touch.

Brand ads are supposed to be mission statements and the whole point of them is not to talk about product selling points.

And you are out of touch in the sense that people are influenced by a brand and what it says about them. After all many items including clothing and shoes roughly cost the same to make regardless of the brand yet the prices and demand vary wildly.

I'm not sure that's as strange... The text at 0:22 basically says "The Galaxy S4 understands Icelandic," which, presumably, iOS doesn't. Looks like a straight up ad playing toward better localization for the Icelandic market.

FWIW, that's a market of only 300k people, who all learn norwegian and english fluently in school.