Its Oscar worthy
Seriously, they could enter it as a documentary/short film. Really well done, filming, photography. Heck, they build the tools, so I would expect any less. Its a nicely done add.
I see a deep change in Apple with ads like this. They are reaffirming something, its more than just a bigger screen, its more than just a gimmick, its about purpose. There needs to be reason. I think that is where the competition are losing it, lack of purpose.
Ironically, the competitors are where Apple were 10 to 12 years ago, gimmicks.