There is actually another point to consider: employee satisfaction and recognition. These ads are stressing the importance of the geniuses for apple. Kind of l

There is actually another point to consider: employee satisfaction and recognition. These ads are stressing the importance of the geniuses for apple. Kind of like intels "our rockstars aren't your rockstars" campaign, which emphasizes the fact that the researchers and engineers are really important for intels success. I used to work as a researcher for another big software company and I would have loved such a spot, just to feel recognized. Our rockstars were definitely the sales people.