Damn, I got half of that right. Still think 5C is a stupid name. Between this and the dumb ads, they should have Schiller focus on what he's good at. Get someone with better taste to curate actual marketing stuff. Apple's ads have really gone down the drain the moment Jobs died. Those dumb celebrity ads for Siri, the Santa Claus crap, those awful, unfunny iphone 5 ads, the cringe worthy, sugary self-stroking of those Designed by Apple ads. Awful.
That's personal taste, I happen to like it. Especially the Santa Claus:
'What does the rest of my day look like, Siri?'
- "You have 3.7 billion appointments"