I think I consider myself a little above the “newbie” level… I, too, can unplug and replug something… but oftentimes that just doesn’t work… long story short - this results in many many trips to Fry’s Electronics for replacement or compatible parts. Many people get frustrated. These are the people Apple has been targetting with its Switch ads. By “It just works” they mean that if I want my digital camera to work, I just plug the thing in and it works instantly - no fussing over drivers or “compatibility.” This might not seem like a big deal to you, because you just might be used to installing drivers and thus everyone who craves a simpler, easier process is stupid. I don’t know about you, but if someone invents dishes that wash themselves, I think it’s a smart move to get them! It’s a good ad campaign, even if PC computer gurus (not Apple’s target, since, in my experience, these people pretty much already made up their mind) find them stupid.
And as far as their final reason “It’s beautiful,” again, you might not appreciate aesthetics, but some people do - again this is an audience Apple is marketing to. Some people like style.
