It's been fruitful week for Apple fans, with the brand announcing new iPhones, iPads and MacBooks across the last three days. Perhaps the most interesting development is the advent of the MacBook Neo, a new, low-cost MacBook that starts at $599 and comes in some uncharacteristically fun colours. But for me, the most creatively exciting aspect of the whole thing has been the accompanying ads.
From audacious typographical treatments to some delightfully playful CGI, the ads for this week's products suggest a company rediscovering its sense of fun. And they haven't arrived a moment too soon; not only has Apple faced accusations of stagnating innovation of late, but it's also put out a string of curiously misjudged ads in recent years. But these look like a return to form.
