Is Dell claiming it's better than all that Apple magic?

That Technological Assertions companies can sometimes make the line run between eccentric and confusing. And fall painfully in between.

So when I saw the new ad from Dell Technologies, I tried to breathe deeply and just feel.

Here, you see, it is "actor" Westworld Jeffrey Wright to expose the idea of magic.

Of course, he said, you can turn a frog into a prince and happiness into sadness, but it's nothing. Because magic can not actually transform your business.

He can not? I have read so many excellent articles in business publications telling me that a CEO has come and sprayed a little magic on the bottom line of a business.

And Apple has constantly told us over the years of its magical and revolutionary products.

However, Dell Technologies, the company that now embraces seven companies, including VMWare and DellEMC, is apparently doing all sorts of things in the real world that are magically practical.

Aircraft engines are now apparently turbo safety inspectors. And dairy cows are now "centers of breathing vital data. Perhaps this explains some of the breaks in the cloud. Or at least methane.

The Dell message from practice in the real world always seems to be very close to Apple.

The new slogan of Cupertino is "magic practice". This seems to imply that Cupertino is still all about magical, revolutionary products, but now are really useful in the real world.

However, Dell appears here by saying "Pah, which is just a phone, turn cow servers. "

In fact, Dell's director of marketing, Jeremy Burton, said: "People think that Dell continues to compete with Apple because of our professional laptops, but that is less than 50% of what we do from the merger With EMC ".

, He said, rather it wants to dig these advertising companies like IBM and Accenture because, at least in Dell's view, acting "as if they could wield a magic wand and digital transformation is going to happen." "

Neither Accenture nor IBM immediately responded to a request for comment.

The Dell announcement ends tread a path worn by many companies inside and outside the technology. Dell says his new entity is all about his people "turning impossible in reality," as if this message is nothing new.

Here is a 2013 Honda announcement: "An impossible made possible. And in 2006, Adidas promised: "Impossible is nothing".

However, it is good to know that Dell does not aim to be magical, but really practical. At least that's what I was thinking until I video behind the scenes of this ad.

There, I saw the words: "Doing the magic". Now I am confused again.