Apple's advertising focus: is it a waist?

It might be too early to call it a trend, but I've noticed a lot of ads lately that are lacking a certain something...heads.

It makes sense for products like Levi's where the key benefit is below the waist:

...and maybe even for a company like Coach, selling handbags:

But why is Apple focusing on their users' torsos? Their latest 30-second TV spot features 6 torsos and not one head:

...and their outdoor campaign is a series of billboards with more headless bodies cradling their iPads in their crotches.

Is this supposed to leave the viewer with the subliminal message "your head here"?

Maybe that's why Apple felt so comfortable telling users that the recent issue with their iPhone 4 "is all in your head".

I just hope they don't use their headless body concept in ambient media, like this Resident Evil campaign in Madrid.

 

Related posts:
The same ideas keep popping up  (ref: iPhone speech bubbles)
Built to last - a recession marketing trend? (iPods are only built to last for 3 years)