That would, if anything, show that you should expect problems with your Apple products. The present ads target users who are already certain that they will face

That would, if anything, show that you should expect problems with your Apple products. The present ads target users who are already certain that they will face problems whatever computer they buy, because they aren't into it. Besides, why do we need to see the product in use? Recall the "I'm a Mac" campaign. This strikes me as the same thing; it's about the people who use these computers, not about the computers themselves. iPod and iPhone ads usually show the product in use, but the Mac ads don't.