The Apple aesthetic is taking a sojourn in Hell.

 

My heaven of Apple ads was back in 2008: 

 

Consider the difference. The new ad creates an oppressive environment, like something I imagine in those thrilling movies I never go to see or in the kind of video games I've been encouraged to feel amazed by, where a little person — you, supposedly — goes into a surreal environment that is irritatingly lit and pumped full of pulsating sounds and elbowing you endlessly to be excited, be very very excited. Ugh!

And I want to buy a new desktop computer and would never buy a computer/tablet/phone that isn't Apple. I know they don't make ads for the old and they need to beg for favor from the young, but that just makes me worry more. Who are these young people who would bond to Apple over that ad? Where is the beauty, the kindness, the joy?

ADDED: The emphasis on the pattern of ventilation holes in the new ad may trigger trypophobia.