"This is what we believe," begins a gravely voiced narrator over an understated piano in the new Apple TV spot that debuted Saturday.
"Technology alone is not enough. Faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That's when you leap forward. That's when you end up with something like this..."
This, of course, is the iPad 2. And although it happens to be the lightest, thinnest and fastest tablet computer on the market -- at least for now -- Apple is reaching here for something deeper and more universal. Something that it hopes will resonate long after the iPad 2 has lost the new-gadget glow that has would-be customers still queueing up in the early morning hours three weeks after its debut.
It's part of a more philosophical message Apple has been sending in different forms for several years.