Apple's ads have verged on the prosaic of late.
This is partly because the products have been so remarkable that the ads simply showed them and offered a logo at the end.
However, with the release of a new ad for the iPad 2, Apple has decided to offer more than just a product demonstration. Instead, this is a statement of belief.
It is a direct reference to something Steve Jobsof this second iteration of Apple's astoundingly successful product.
He said: "It's in Apple's DNA that technology alone is not enough. It's technology married with liberal arts, humanities, that yields us the result that makes our heart sing. And nowhere is that more true than in these post-PC devices. And a lot of folks in this tablet market are rushing in and looking at this as the next PC."
This ad, stealing a thought from the Golden State Warriors wonderful play-off run of 2007, begins with Apple explaining what "we believe."
Just as Jobs tried to explain to his excessively nerdified competitors, this ad declares that "technology alone is not enough." It's only when "technology gets out of the way" that things become more delightful and, yes, all right, even magical.
Why? Because they become more human.
It's odd that this seems so hard for many other technology companies to grasp.