Earlier this month, Apple launched a new ad campaign after WWDC, with the first spot called "Our Signature". Every time I see it, I'm annoyed. Annoyed by the pompousness that exudes from it.
In an era of communications where brands are moving to be "less about me" and "more about the customer", this ad feels like it fell out of something from a grayed creative's notebook from 1955. And, at that time, perhaps it would have made more sense. But now, it feels arrogant, off-brand and self-serving.