Earlier ads from Apple reported that its iPhone, iTouch, and iPad could play back music, display books, show photographs, and so on.
The new Apple ads I saw on tv Sunday evening change the wording to report that only Apple's devices had iTunes, iBookstore, and so on. During the new ads, I chanted, "Got it on my Android, but it's called Music"; "got it on my Android, but it's called Kodo."
The new tag line for the new ads is the rather defensive-sounding, "If you don't have an iPad (iPhone), you don't have an iPad (iPhone)." Exactly. I don't.
With these new ads, Apple is stating that it recognizes it is no longer the only game in town.
PS: Towards the end of The Amazing Race, RIM ran an ad for their new Playbook tablet. My mother-in-law, in town for my son's wedding, asked, "Is that the iPad?"