Apple has long mastered the 4Es. At its launch, it struck an empathetic bond with creative souls everywhere who yearned to think different. Its stores, not to mention its its design and packaging, created experiences that transformed perceptions into deeply-held beliefs. Its legions of fans created a peer-to-peer endorsement network. And Apple's steady cadence of new products created a aura of infectious momentum and energy.
However, I believe that Apple's advertising lost its emotional stickiness years ago, probably around the iPhone launch when it's communications focused more on app functionality. The new iPhone campaign fixes that. It artfully reminds us of its intimate and irreplaceable role in our life, not through app functionality, but through authentic emotional empathy.