I understand where you're coming from, but I feel as though you might be evaluating the ad's concept and not its execution. The Apple Store is clearly an aweso

I understand where you're coming from, but I feel as though you might be evaluating the ad's concept and not its execution. The Apple Store is clearly an awesome value add (I even hesitate to reduce it to merely that), but I don't think these ads do a great job communicating that. They're simply not focused: the schtick muddles their message, and dropping the names of various pieces of Apple-specific software (Keynote, iMovie, Garageband) makes them even harder to follow for folks who don't use Macs already (and probably for some who do). Add in the (according to some people, though I don't see it myself) subtly condescending Genius, and I think you've lost both the audience you're looking to reach in addition to the one you already have.