It certainly feels like it came from a company that would buy the Dre/Beats team.
That is: historically Apple has emphasized the emotional pitch to the things that you (can) do with their gear, and the expression of personality through that use.
This commercial is much more an emotional pitch to the gear in-and-of itself, and the expression of personality via (crass/commercial) personalization of the gear.
It's not wholly incompatible with the older Apple approach, but it's much more in-line with Beats' approach.
This also seems to walk directly into the old criticism that Apple is primarily an enabler of corporate consumption as opposed to creation.
It's unclear whether they're ignoring those old knocks with new confidence, or are simply unaware of how this looks (and more importantly: how the shift looks).
