I think that is not about portraying him as negative. Because he clearly was. It was about people saying Apple was trying to portray him as the average consumer using those products. He was clearly labeled as PC, not a PC user.
But what else where they comparing him to? I can't fathom how someone can't see that, otherwise what's the purpose of the ad. It's to let you know if you use a mac you will be a cool dude, good looking and savvy. Is there really such a disconnect between marketing and what you see? I don't mean any disrespect, but can you really be that naïve?
Anyhow it's ancient history so it doesn't really matter anymore. I think others are correct in that Apple hasn't done a derogatory ad like this in some time.
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And... Samsung fights back, and they have some valid points IMO. I wonder if the Samsung fans will now rage against all the apple fans gloating in this thread about the Samsung fans gloating about the original bendgate. My God, WHEN WILL IT END ?!?!?!?!?!? Lol.
http://www.engadget.com/2015/04/06/samsung-fights-galaxy-s6-bend-scandal/#continued