Is Apple's new ad a fail?

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.

This article from Bloomberg states that it's part of a strategic advertising shift, "moving away from upbeat ads promoting product features toward ones that identify it as a reliable provider of products that combine quality, innovation and utility."
I'm not sure this is such a good move for the brand. Strategically, it's making them look like they are behind the times.
And, in a way that's true. If you click through to view the commercial at youtube, note that comments are disabled on the video. Which means the brand doesn't want to have customers comment on it.
On Twitter, the official account for the brand has only tweeted a max of 3 times in a month since it first in October 2011. In fact, there are only 5 tweets for all of 2012.
With their lack of participation in the world of social media and a new campaign that outright goes toward old school tendencies of talking about how awesome it is (read: navel-gazing), is their marketing on a downward swing?
I'd argue that their prior advertising campaigns did show it as a provider of products combining quality, innovation and utility: but it was done through the features in said products. Visually, the ads aren't so crushing, although it is a very different visual branding approach for them. The VO is what puts it in the "look how awesome we are" camp.

This is it. This is what matters. The experience of a product. How it makes someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things. Until every idea we touch enhances each life it touches. You may rarely look at it. But, you'll always feel it. This is our signature and it means everything.