The ad, one of a themed group developed starting in 2016, represents and targets those familiar with iPads, tablets, smartphones and notebooks (and iPhone, Blackberry and Android) rather than Macs, PCs, or laptops . . . concepts more familiar to the aging population.
The former audience identifies with newer terminology more than any concept-- however advanced-- of 'computer adding machines', and Apple marketing seems to prompt everyone's interest with it's latest ads by stirring positive and negative emotions, the latter perhaps unwittingly. The messaging strikes chords melodic and flat, in those who approve and disapprove alike. A quick review of comments under the [original] video above quickly exposes a healthy dislike of the reference to disappearance of "computers".
The fact is that Apple is hot onto the marketing appeals of convenience, communication, and the downsize-trend of personal computer use. While, technically, the smaller, portable devices may be considered computers, they exist, and are classified, by completely different qualities.
Product focus article by Chance Miller details the ad focus, iPad Pro, and receives similar comments to those mentioned above: Apple Challenges definition of a PC . . .
