Apple’s(s AAPL) latest ad campaign, which showcases an in-store “genius” providing Mac support in real-world situations — to a fellow passenger on an airplane and to a neighbor at his apartment complex — is drawing criticism from tech types who don’t think they’re up to the standards of past Apple ad campaigns. The argument is that Apple is not really thinking differently enough about ads. I’d argue that yes, they may be a bit conventional, but they’re successful in showcasing what are two of Apple’s biggest competitive advantages vis-a-vis its competitors: its customer service and the simplicity of its products.

These new ads, which aired on TV starting Friday and you can find on YouTube, are somewhat of a departure for Apple in that the company is using normal people in the campaign, and that the situations for the ads aren’t very imaginative. However, the underlying message isn’t all that different from…

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