Apple doesn’t sell what it does. Apple sells what it does FOR YOU. Big difference.  It tells stories that tap your emotions and enlighten your view of the brand’s place in your world.

In this beautiful campaign that launched last night, Apple shares the thoughts and emotions that go into creating each of its products. It doesn’t sell features and benefits.

I think Apple’s story is told directly from atop the pyramid of Maslow’s Hierarchy of Needs: Self-actualization – Pursue inner talent, creativity and fulfillment. Smart, especially if you want to soar above the pit of commoditization, which basically defines most of the computer industry. What do you think of Apple’s TV spot?

Here is Apple’s story as told in the above commercial:

This is it. This is what matters. The experience of a product. How it will make someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things, until every idea we touch enhances each life it touches. You may rarely look at it, but you will always feel it. This is our signature, and it means everything.

What do think of Apple’s storytelling?