I don't know, I'd not seen the ads and I think they're pretty shockingly bad. When I see "Designed in California" I instantly think "Made in China for a pittan

I don't know, I'd not seen the ads and I think they're pretty shockingly bad. When I see "Designed in California" I instantly think "Made in China for a pittance, based in Ireland for a tax dodge". Thinking of the Bay Area designers doing so well out of other people's misery is absolutely the worst thing I could associate with the Apple brand, especially as it plays so readily into the (mostly unfair) "smug hipster" image Apple has created for itself. That said, unlike the author of the article I am not an Apple fan. I have owned two Apple devices, and both broke in short order. I have an instant distrust of personality cults. Finally, and most importantly for my self-image, I like being able to tinker. So, I suppose, take this comment with a dune of salt.