Apple has a long history of celebrity voiceovers in its ads (remember the halcyon days of Jeff Goldblum's butterscotch vocals?), but it's been a while since Apple's used the explicit celebrity endorsement to tell you how greats its products are — the ad strategy of late has simply been showing you how great it is. Resorting to Samuel L. Jackson — hello dudes! — and Zooey Deschanel — hello ladies! — to remind everybody about Siri? Hrm.