I know that opening commercial was intended to show how much we depend on apple and its services - but its kinda a great argument against centralized services... kinda weird really.
I'd love to see the "1984" commercial played right before that one to contrast how much Apple has changed. From a message of empowering people with technology to "You're stupid without us" condescension...
That was a video for developers, you know. Like Ballmer's "monkey dance". It was saying "apps are awesome and everyone depends on you developers" (you can agree or not, but that was the message).