There are a lot of pointless contrarian comments on the post, and I don't agree with everything in the actual article, but I do see the point being raised and the shift in Apple's ads.
Layered on top of the details of the product that used to make up 100% of their advertising are more explicit points about the company, their philosophies, and their process. I don't think that's necessarily wrong - it certainly isn't out of the ordinary in advertising - but its a tactile shift. That being said, they are still a long way from "jumping the shark" with this strategy, and I'd disagree with the writer's point of view that this indicates they have nothing on the product front to talk about.
Layered on top of the details of the product that used to make up 100% of their advertising are more explicit points about the company, their philosophies, and their process. I don't think that's necessarily wrong - it certainly isn't out of the ordinary in advertising - but its a tactile shift. That being said, they are still a long way from "jumping the shark" with this strategy, and I'd disagree with the writer's point of view that this indicates they have nothing on the product front to talk about.