Of course, we’re talking about Apple here — so there’s no shortage of critics eager to tell us why the commercial fails. Take your pick: it says little about the product, any smartphone can make a movie, or the spot is a depressing statement about human values.
Most of these people mistake their personal opinion, instinct, values and/or taste for actual marketing talent. There are tens of millions of people who will stop in their tracks at this commercial and wipe a tear from their eye. As a result, they will feel slightly more attached to Apple, which is the marketing purpose of this spot.