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The new ads for Apple that debuted on Friday featured stand-up comedian Josh Rabinowitz as an Apple Store Genius who solves all Apple users’ problems.
The three humorous spots portray Rabinowitz in silly situations—solving a crisis on a plane, helping an expectant father getting his priorities right, and nicely letting a shopper know that he didn’t actually buy a Mac from the shop opposite—in a tone that’s subtly cocky, and harkens back to the company’s ‘Get a Mac’ ad series.
But while highlighting their employees’ intelligence, Apple has somewhat dumbed down that of Mac owners—making them unable to figure out how to use simple programs that came with the Mac.
[via Apple ]