Apple ad that doesn't work for me

I wonder why Apple did this? As anybody who reads my blog will know - I am a late in life Apple convert. I love the products, the stores, the ads (up until now) the whole 'Apple Thing'.

This ad doesn't work for me  - nor according to Brand Channel for a lot of other people. 

What is wrong with it? Answer = it is ordinary. My brand image of Apple is anything but ordinary. Please Mr/Ms Apple Advertising head honcho. Put this one down to a momentary aberration. Next time fire your ad agency. Dick Stroud