The iPhone and Watch ads are energetic yet moody, and emphasize the water resistance of both products. The Watch ad, in particular, feels like it has strains of the original iPod campaign’s DNA in it; I will never say no to anything featuring Nina Simone.
The Apple Music ad is entirely different. It’s kind of odd seeing Eddy Cue and Bozoma Saint John in an ad, but it’s pretty fun. I really liked it. James Corden plays himself, and the Apple executives — also including Jimmy Iovine — are on hand to bat down his ridiculous ad pitches. It doesn’t take itself too seriously, and it’s better for it.