Apple's always been rightfully lauded for its ads, though there have been low points (perhaps the recent "Genius" ads could have been better). The "Photos" and "Music" ads that have recently aired though show a company back at the top of its game with truthful, important advertising that reflects the essential values of the company. The pre-keynote video, and the Ben Affleck-narrated "Designed by Apple" tv spot are even better.
At its worst, advertising is hateful, negative lying. These ads show that it doesn't need to be that way.