Sitting around this weekend, it occurred to me what I really don't like about this campaign. In one word, melancholy.
From the quiet, sad little keyboard track to the shots of people having fun at a distance, the whole ad seems more like an excerpt of a depressed video diary. It's like the ad is saying, "I am a sad, disconnected viewer, looking into a world that I can't touch, that I can't participate in. The only sound I hear is the melancholy sound of my own world."
It's like, instead of selling Apple products, their goal was a PSA suggesting that you give up this connected world and trade it in for Prozac.