What I really think is terrible upon Apple's advertising is that they never show the OS!
It's always the hardware never the greatest and most beautiful Operating System,
Why Apple? Why?
I seen many people just blown away as soon as the see OS X, they just simply have no idea how wonderful Macintosh is because they never seen it, they just seen the rather odd hardware with a heavier price tag and don't even think about the OS that runs it.
I also think Apple should go and be more open to posable customers (I suggested this in another forum) and use the new iTunes Music Store and bring Apple kiosks through out many more malls then Apple Stores.
And be more in you face to that, This is Apple, This is Macintosh, you can do all of This on a Mac. Most of the advertising just seems too idealistic, or just preaching to the quire. Just Look at the other computer commercials out there like Intel, Dell, or even Gateway all of their ads a fairly strait forward and to the point, while you look at Apple's and its more of a wink or a gesture and you have to dig deeper to get the full meaning of the commercial. While some these ads can be cool we sadly learn the first rule of advertising: PEOPLE... DON'T.... GET ....HINTS, they need to be banged over the head with what you what that you are selling and why you are better than everyone else and why they should do business with you other than ever one else.
In conclusion I think Apple's greatest weakness is their snobieness, and some times I wish they would take there head out the sky and lose there elitism, but then again that wouldn't be Apple now would it?
BTW if those new iTunes commercials make it on air I'm going to scream, my god they suck!