You can barely even read the words flashing by. And your point is sort of empty anyway; is this the first Apple ad you've seen? Nothing has changed.
Boo, hiss. Taking marketing at face value is holding a weed whacker by the wrong end.
Confidence may be quiet, but quiet has never been marketing.
I don't buy it. Apple has always been like this, even when iPhone was far and away the best thing on the market. It seemed to work fine for their marketing department back then.