Or perhaps it's letting go of Justin Long and the 'Get a Mac' ad series - which effectively signals that Apple's head-to-head battle with Microsoft is over. Now I'm not a HUGE fan of Justin's but I have liked him since his time on Ed so... I'm guessing that by becoming *the* computer company of the current age means they can't really play the upstart any longer.
While Steve and company may have real business and technical reasons to be unhappy with Adobe and Google, it seems they can't expect the wider public to be on their side anymore... and may want to do some work on their role as an *industry* leader.
Apple has removed all Get a Mac ads from its site, redirecting visitors to a more prosaic explanation of the Mac's benefits. What next? Read this blog post by Chris Matyszczyk on Technically Incorrect.