Dive summary:

• The ad campaign, which premiered during the Olympics and is getting heavy airplay, is getting panned.  Former Apple ad exec Ken Segall wrote a scathing review.
• The ads depict an Apple Genius helping people with their Mac woes, but critics say the customer is portrayed as dumb, giving the campaign a snobby feel.
• The campaign also seems to go against Apple's carefully crafted branding of "It just works".  
• The ads can be seen here, here, and here.

From the article:

Apple is well-known for its iconic advertising from the 1984 ad to the “Get a Mac” (“I’m a Mac, I’m a PC”) campaign. And for good reason: They got people’s attention and, each in their time, crystallized Apple’s essential appeal.

The current campaign? Not so much.  The ads, which debuted during the Olympics‘ opening ceremony, have come in for scathing reviews. They