Ben Thompson on Apple’s terrific new ad:

What make this ad so powerful is that it is so, so real. Oh sure, the perfection of the recording and the happy coincidence of the grandparents having an AppleTV is perhaps not so plausible, but the idea of a teenage son being disconnected, yet ultimately, deep down inside, still caring, will touch the soul of parents – and young adults – in a way few ads ever will.

Remember how Apple’s ad magic was failing? Right. Yes, the Genius ads of last year weren’t great, but they weren’t a sign of anything, either.