Apple retailers frequently discount iPhones, Macs and iPads for Black Friday.
Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies
The ads are a departure from previous ad campaigns -- they don't feature products and they don't mention any specific service that Apple offers. Instead, they hint at the training services provided at Apple Retail Stores by the Creatives (Geniuses are used for tech support, rather than training) and the fact that just because a computer looks like a Mac, it isn't necessarily one.
They are also a bit of a throwback to the 'Get a Mac' ads featuring Justin Long and John Hodgman. By emphasizing the personal aspects of Apple's services, it appears that the company is looking to humanize itself and make it less about the products and more about the entire Apple ecosystem, including the personal services offered at the Apple Retail Stores including the Genius Bar and One-to-One training service.