That is true.

Additionally, this is a clear signalling that Apple targets consumers and not companies. German Apple haters scoff that this informal addressing in Apple's commercials is a clear admission that Apple's products are not suitable for doing serious work.

Such kind of informal addressing in advertizing is a very double-edged sword: Some companies (besides Apple also Ikea) use this kind of advertizing to brand themselves as hip and informal while many Germans consider this as "cheap ingratiation" [billige Anbiederung].

I am sure that this kind of advertizing made it much harder for Apple's sales department to sell to big companies.