New Laptop, Multiple Messages

Watch the video for the new laptops introduced on Oct. 14th. What message did you get? If you're tuned in to Apple, you should see at least three. First, obviously, is to highlight the features of the new design, and they certainly are significant and attractive. Second, you should notice that Steve Jobs is not there, but rather Jonathan Ive and two others involved in creating and marketing the new laptop. In fact, I don't recall seeing Bob Mansfield and Dan Riccio previously on any product promotions. The emphasis on Apple's talent beyond Steve is pretty obvious. There is definitely depth to the product team. And lastly, the environmental message goes way beyond what would be necessary to convince a laptop buyer. Again, obviously it's trying to make a case to the environmental community that Apple is on their side. OK, there might be a fourth message, too--Apple cares about its product design. Have you ever seen such a "loving" marketing video for a laptop? Do you see additional messages in the video?