There is something strange happening at Apple. It has taken a few months but now the cracks are showing. Today, to go along with the iPad3 announcement, they updated their homepage to this. A pun. Not even a good pun.
Apple doesn't do puns. They don't need to do puns. The Brand Jobs Built simply does not resort to these lexicographical tricks. That is for lesser brands. Apple is about telling you that they've changed the way things are, in very simple terms. That's their thing.
It is good that they are still bucking trends in terms of hardware. No styluses and no smaller form factor says, "Screw you. We are apple and we dictate the market." I just hope TBWA and Apple get their advertising back under control.
This could be the canary in the coal mine.