These ads are getting more and more lame. As a fulltime programmer and xp and vista user - I never felt the need to use macs but for their unix base and cool design. Considered buying one recently but settled for a vista pc with much better configuration at half the price. It has been running great for me with not a single issue in past 6 months. For any need of unix system, I run ubuntu or freebsd vmware appliances on my vista.
If apple cannot convince a frugal programmer like me who would love to own a mac - I do not know how even these ads can help them much in the general pc market. I think they will remain limited only to folks who really appreciate their commitment to design and would pay so much extra just for that.
One very cynical view is that Apple is mostly in the business of selling 'Taste'. As such, confirming to customers who purchase many, many Apple products over the years that they are somehow better than those who lack their refined sensibilities is not wasted money.
If apple cannot convince a frugal programmer like me who would love to own a mac - I do not know how even these ads can help them much in the general pc market. I think they will remain limited only to folks who really appreciate their commitment to design and would pay so much extra just for that.