I'm not going to jump in on the "Apple is over because Steve Jobs is gone train" but I'd argue that up until now, they just had a signature - they didn't tell us about it.

After all, a signature is supposed to be recognized on it's own. If you have to explain the importance of it, it sort of loses some of the significance - right?

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.

A "signature" and what I'd argue they're trying to say here - is something built into their product that you see and say "oh, that's apple." Up till now, they've had that, but never felt the need to say "this is our signature" - because it was obvious.

What the..

"The experience of a product."

It's so vague it's meaningless.

This idea is the foundation of our society, our economy, our entire conception of ourselves. I guess the only difference is that these days the idea is so deep into the water supply, they don't have to be coy about it any more.

There are many things this should make you feel, but surprise isn't one of them.