Apple's been hard at work pushing its credentials as a good American company. From its latest ad campaign that seeks to remind the world that it designs it's products in California (even though it builds them elsewhere), to its revelation that it will build the Mac Pro in America, and its decision to name the next version of OS X after a Californian surfing spot, there can be no doubt right now that Apple is all American.
The sceptics might think that Apple is trying to win over the senate, which has been a bit grumpy with it since it has been a bit creative about paying its taxes. Others might conclude that its American identity is Apple's best weapon in its war with Korean Samsung. Whatever its reasons, Apple is really shouting about its nationality right now.
You might have seen the new Designed by Apple advert on the TV – it's airing in the UK as well as the US. The ad attempts to demonstrate the "experience of a product" and "how it makes someone feel," in various scenarios. We're quite intrigued by what Apple trying to say with its latest ad campaign as it's certainly not in its usual style, which traditionally focus on promoting product features.
The scenarios include a woman on a New York subway; a classroom of Asian children (is Apple suggesting these kids are in an American classroom? We're curious); a child and his mother playing an iPad game; lovers taking an iPhone selfie; a man in a Chinese restaurant (even more curious?); a MacBook Pro-wielding musician at a sell-out gig; a family watching slideshows via a projector; and a girl reading her iPhone in bed.
The company goes on to claim: "We spend a lot of time on a few great things" and closes on: "This is our signature and it means everything," with the words "Designed by Apple in California" on the screen.
Those in the Apple's attacking Samsung camp will probably suggest that there is even some subliminal messaging going on with the classroom of children and the restaurant scene, but it's probably just Apple showing that it's products are used all over the world…
Patriotism is certainly one way to gain the admiration of its American customers, and no doubt a few aspirational American-wannabes from around the world, but does Apple's American credentials make people more likely to buy its products? Maybe in the US it would, but we doubt that would be the case elsewhere in the world.
That probably explains why the secondary focus on the ads is the fact that the company spends a lot of time thinking about, as the words of Apple's print ads state: "Who will this help? Will it make life better?" and refining a "few great things", rather than being so busy making everything that it can't perfect anything.
Even viewed from this perspective it's hard to imagine that Apple's not having a dig at Samsung. Apple's suggestion that: "If you are busy making everything, how can you perfect anything?" could be interpreted as a criticism of Samsung, which has makes a number of different smartphones including the Galaxy S4, the Galaxy Mega and the Galaxy Note II, while Apple focuses on just one new iPhone at a time.
So whatever way you look at it Apple's ad campaign seems to be saying: "We're not Samsung". We're still not sure why it felt that it was necessary to shout about it quite so loudly though. Perhaps it's paving the way for the launch of the iPhone 6 (or iPhone 5S) and the more Android-like iOS 7.
Decide for yourself: Watch the Apple ad here.
Related:The Complete Guide to the iPhone 5s & 5c is on-sale now. Click here for buying information.