Life can be so cruel.

Pity poor Apple. All year, its products compete head-to-head against those from other tech companies. But when its big holiday ad goes up, it must compete with itself—forever haunted by the Ghost of Great Apple Holiday Ads Past.

So how does the 2020 Tierra Whack ad compare?

Not particularly well. Thank you for the entertainment, Apple, but you forgot the parts that made your previous holiday ads so memorable.

You didn’t relate to the joys and sorrows that come with being human. You didn’t express the joy you get by helping people connect emotionally. You didn’t celebrate your core values, which are so relevant during the holiday season.

More specifically…