Business Week publishes story bashing Apple's new ad campaign.

[kentauros]

6. Okay,

though that says nothing about how well or not a particular ad campaign works. What you're pointing out is brand loyalty, which doesn't normally work as an advertising technique. What you want is to gain new people to become "brand loyal" but they won't be if that's all they see from the company.

Details are more important if you want new people to buy your product.