Repeat after me: “The sky is not falling. The sky is not falling.”

I know it’s hard to say after viewing the new batch of Mac ads that debuted on the Olympics. I’m still in a bit of shock myself.

Sure, Apple has had a low point or two in its advertising past — but its low points are usually higher than most advertisers’ high points.

This is different. These ads are causing a widespread gagging response, and deservedly so. I honestly can’t remember a single Apple campaign that’s been received so poorly.