I suspect the ads will have exactly the impact Apple wants (and that WE have been arguing for for years): remind people that Apple is more than iPhones and iPads; that one of their core products is a personal computer that isn't a PC. How's long has it been since we saw an ad that ended with the word "Mac" instead of iSomething?
Apple has a reputation lately (completely undeserved of course) for being a big, bag corporation selling glitzy toys to sheep who are willing to overpay for the privilege of being just like everyone else. Sorry, but that's one of the side effects of Apple going from a company that sells niche products that the general public doesn't appreciate to being the most ubiquitous brand in consumer electronics. This series of ads is a nice, friendly reminder that the "it just works" magic of the iPhone/iPad has an analog on the "PC side"--and that a Mac isn't a PC. You'd be amazed at the number of people who still don't understand that. That "I got a computer that's just like a Mac" ad is exactly on that point.
Anyway, I doubt Apple uses this forum to evaluate and reassess their ad buys, so I'm confident that Apple will do fine with this campaign.