I loved this commercial for Apple and the iPhone 4S with Santa Claus.
Each one of their new 4S commercials has the same music, and really, the same type of scenario. People are presented doing their daily business, asking their phone questions (that it can now answer). It’s a combination of the simplicity of the act (and how well it really works), the music (for me it arrests your attention when it comes on TV and has a tinge of wonderment and also magic to it), and the knowledge that Steve Jobs is dead that makes them hit you (or well, me, actually) emotionally.
And today–is the anniversary of when, in 1996, Apple purchased NeXT Software. If there’s anything I’ve affirmed for myself over the past couple months in reading Isaacson’s book and thinking about Apple, it’s been that the details really do matter. In everything you do.