I didn't consider it offensive but I did not like it at all. My initial reaction was that Apple come across as bunch of ignorant wankers. That's just a visceral

I didn't consider it offensive but I did not like it at all. My initial reaction was that Apple come across as bunch of ignorant wankers. That's just a visceral reaction but the more I thought about it the more I thought that it explains their behavior. They have become so lost in their own world that even though they are clearly intelligent they completely missed that people would have this reaction. (Even if they meant it to be arch or ironic it still shows they are out of touch. You know you are out of touch when you thought you were being clever if someone says: "I don't find that funny") As Alan Kay said "A change in perspective is worth 80 IQ points." Apple lost their perspective. The worst thing about it is that it plays into a very old caricature of tech geeks - giving everyone a bad name.