When it comes to advertising arrogance - it seems Apple is a dab hand.
Following on from its 'Get A Mac' campaign, this 'Genius' spot attempts to be funny, but instead comes off as a little bit cocky.
The campaign, which launched during Friday's Olympic Opening Ceremony, features stand-up comedian Josh Rabinowitz as one of Apple's 'geniuses'.
Seemingly always on call, the genius comes to the aid of lost Apple users in the strangest of situations, from planning a wedding suprise on a plane to helping out when his neighbour goes into labour in the middle of the night.
Perhaps Apple's arrogant image is part of the appeal, as the series has gained over 360,000 views since Friday.