One of the many great things about Apple's advertising is the way they make technology look like it's not technology.
In the Steve Jobs biography there's a chapter about his love of industrial design. In particular the Braun products designed by Dieter Rams.
indeed, Jobs vision for Apple products was that of 'appliances' like food mixers etc.
For fellow BE enthusiasts the iPad mini spot above makes splendid, and confident, use of the anchoring effect.
Worth noting also that, again, Apple are also never afraid of a bit of bold, strategic cannibalisation.
Plus the use of 'Two Of A Kind' by Bobby Darin and Johnny Mercer (with Billy May's Big Band) is another masterstroke.
HT to Owen Jenkinson.