There's my problem with macs, right there.
I do have a problem with using Nelson Mandela and Ghandi. It's considerably more of a problem for me than say, using Fred Astaire to sell vacuum cleaners. If you need me to spell out why this is a problem, you should read some biographies.
I am, however, used to people doing anything for a dollar. I dislike the ads, including the more recent campaigns, for more than that. Apple sells the idea of being ahead of the curve, of being smarter, of being a radical, of being a free-thinker, and of being sophisticated. It's ironic that a closed architecture that does everything it can to hide away that a computer is actually a very complicated machine that can be a stepping stone to a greater understanding of how "things" in our modern world work (rather than just an appliance for communication, entertainment, and productivity). Though I know people have made that point before.
The problem is that apple is a superbrand that sells a lifestyle as much as it sells a computer. Macs don't make their users into what apple sells mac users as, same as Nike and Gatorade really don't sell the kind of transcendent, ecstatic experience they so often use in their ads. People buy things for irrational reasons like that every single day. We all have. The worst part is that the things we buy are never going to change who we are, or fill the holes in our lives.
So ya. I love how my ipod works, and that i get to listen to music anywhere. I sure as hell didn't like wearing apple's earbuds with it though, or the apple sticker that came with my ipod. People with Nike Swooshes on their cars, tux penguins tattooed on their arms, Louis Vuitton Bags, RAZR phones, and luxury SUVs aren't doing it for the sake of style. They're doing it because they don't like their own identity, and they've found a place to buy a readymade one.
Thats not everybody who ever used a Mac, or drank coffee at starbucks, or drove a volkswagen, but thats what those companies do. They lie to you. They prey on your insecurities, and give you less than what you're paying for, and make up for it in sentiment.
My generation has been the most marketed to generation in the history of the species. I don't want to force somebody to dust off the Pirates vs Ozone graph, but do you think its any coincidence that we're also the most medicated generation in the history of the species too?