The most devastating critique I saw of these ads is that it seems like they could easily have been Best Buy ads for Geek Squad. You and I might be able to think of a hundred reasons why it might be more sensible to entrust your computer problems to an Apple Genius than to a member of the Geek Squad, but if the target is indeed people without any of this knowledge, how well do you think that Apple communicated that the value they provide is leagues beyond Best Buy?
