The author's surprise, I would even dare to say bafflement, about the ads choices are hinged on a believe in a form meritocracy. People facing concequences for

The author's surprise, I would even dare to say bafflement, about the ads choices are hinged on a believe in a form meritocracy. People facing concequences for their deliberate (in)actions. Hence helping the dyslexic is valourous while the lazy or inattentive less so. If however your ethics are based on equality of outcome, then that distiction does not hold. You do not see any problem with the lazy or incompetent getting the same result as anybody else. In fact, you would regard any other outcome as unethical. From the latter beleive system, these Apple ads make perfect sense.