Ad of the Day: Apple

At a crucial time of transition, has the company simply lost its voice?

Most of Apple's marketing shows you why its products are great, rather than simply telling you they are. Now and again, though, the company steps into manifesto territory. The products recede, making way for a philosophy, a vision or a reason for being. (See "1984," "Think different" from the late '90s, or the iPad 2 campaign of 2011—when Steve Jobs, just months before his death, had TBWA make an ad that actually began, "This is what we believe.")