[wolfgke]

That is true.

Additionally, this is a clear signalling that Apple targets consumers and not companies. German Apple haters scoff that this informal addressing in Apple's commercials is a clear admission that Apple's products are not suitable for doing serious work.

Such kind of informal addressing in advertizing is a very double-edged sword: Some companies (besides Apple also Ikea) use this kind of advertizing to brand themselves as hip and informal while many Germans consider this as "cheap ingratiation" [billige Anbiederung].

I am sure that this kind of advertizing made it much harder for Apple's sales department to sell to big companies.

[ahartmetz]

Something funny that I noticed is that German PC gaming magazines are now saying "Sie" to their readers. I guess it makes sense - most of them are adults and some of them not even very young adults these days.

[Merem]

Why "now"? I used to read the PC Games a decently long time ago and it was always "Sie". Same with the PC Action and Computer Bild Spiele. No clue about the Gamestar but those were basically the relevant PC gaming magazines.

[ahartmetz]

You may be right, I have not been paying attention for a long time.