Apple has a long history of hiring interesting storytellers for their commercials. Peter Coyote, Jeff Goldblum come to mind. Even some of their missteps with celebs like Zoey Deschanel and Samuel L Jackson at least featured interesting personalities.
Introducing the new iPad Air, they're continuing their hot streak with none other than Mr. Breaking Bad himself, Bryan Cranston. Simple, subtle, deliciously delivered with moments of consideration and appreciation. There's thought happening here and I like it. This nuance makes advertising, especially luxury items, far more accessible. It all comes down to a good performance.