Yes, this is a terrible, smug ad.

But I had the same reaction to the John Hodgman ads back in the day. I, like many (most?) people ended up actually enamored of Hodgman and annoyed at whoever the other guy was.

In the abstract, this is the same exact message of the Hodgman ads. (Apple is young, smart, and good-looking. The other guys are not.) It's tempting to chalk this up to Jobs being gone, but I'm not so sure Jobs wouldn't have approved this campaign himself.