It seems that the return to a slightly irreverent tone in Apple's advertising (see Gigantic and Powerful) has continued. The latest ad, Stickers, features the return of the rainbow Apple logo for the first time in over fifteen years. It flickers in. The ad isn't perfect, it's even a little bit messy. But that's what the company feels like. A bit messy. A bit nostalgic.

People seem to insist that this is a 'new Apple' - but it's really just the internal culture of Apple showing up a bit.