it's mostly because this commercial isn't trying to sell anything, how can you judge it based on traditional metrics. The entire point of this ad was to rebuild their image which I feel has been tattered to bits by all the negative news articles they've gotten recently. They're trying to get to their roots.
They're Apple, they only create a few products a year, but all of them are great. if you hated apple, this commercial most likely isn't for you. but for normal americans who can't separate trolls from news, this commercial is a pretty big deal.
again, not selling products, most likely damage control