Just as you were getting used to the idea that men in their 40s still can't get the hang of software and Apple's geniuses are helpful at 4 a.m. to help, the company has decided to remove these thoughts from your sports watching.
For its brand new ads, which debuted during the Olympics, have been disappeared by the company.
I am grateful to Business Insider for waking me with this troubling news.
We've contacted Apple to get its take first hand. But an official statement to Business Insider suggested that the removal was all part of a vast, eternal plan: "The ads were intended only for a 'first run' during the Olympics, which meant just the first weekend of the Games.
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Party watchers might note two things here: One, this statement came from Apple's ad agency, TBWA/Media Arts Lab, not from Apple. Second, it is likely bilge.
These Genius ads were at least an attempt at humor. Personally, I found them inoffensive and mildly amusing, while others seem to have been appalled that customers were shown in a naive light. Which some might describe as "the truth."
Yet, ever sensitive to public noise, it's likely that these ads have been pulled to avoid the very odd mob that loathed them from making even more noise during the run-up period to the launch of iPhone 5 and who knows what other little iPad products.
However, note the precise wording of the statement. It talked about the first run being over. It didn't suggest either that these ads -- or ads featuring the Genius bar boys and girls -- would never return.