Every time Apple releases a new product, I’m amazed at how much better each successive video is. I think at this point all video is probably CG just like IKEA is doing. There is so much fine control over the various aesthetics and they control it well. The motion, focus, lighting and other areas are downright amazing. It really pulls you in. Pretty remarkable, considering the thing is about a square inch. I love their products but am equally inspired by the level of production they put into selling it.