I'd love to see the "1984" commercial played right before that one to contrast how much Apple has changed. From a message of empowering people with technology to "You're stupid without us" condescension...
Hard to go from underdog to the most valuable public company in the world and stay subversive
I remember this one guy at Apple who made it seem possible by saying no a lot.
That was a video for developers, you know. Like Ballmer's "monkey dance". It was saying "apps are awesome and everyone depends on you developers" (you can agree or not, but that was the message).