She forgot his birthday but scrambles and buys him a 7-eleven hot dog - funny, self-aware. 7-Eleven doesn't actually believe the hot dog is a very good birthday gift.
She forgot his birthday but scrambles and buys him a Rolex - materialist, not for everyone but will appeal to some. Not very funny.
She forgot his birthday but scrambles and buys him a cheap fake Rolex - not that funny, just an ad for counterfeits?
Does Apple think that having an AI slap together some images without your involvement is a thoughtful birthday gift? Then why show it so clearly as insincere and low-effort?
Or do they think it's a bad gift? Then what are they trying to say about their product? We assume they want to be perceived as a premium brand.
The ad could have just played it straight. Like, couple sits in couch, "Remember when we were at Ibiza?" "Let's relive those moments" (types "Ibiza vacation" into phone) (music swells as couple looks at phone screen with fake smiles)
But that would be tacky. Funny at their expense. So they add a twist, make it so they are in on the joke. But now the messaging isn't coherent. Is the product good? bad? premium? cheap?