Creativity appears to be on the decline for Apple as the tech giant preps for its second half 2013 onslaught that will see the successive releases of the iPhone 5S, the iPad 5 and the iPad Mini 2.

Analysts are convinced too that the phablet-size iPhone 6 will follow shortly, likely to be uncaged by Apple first quarter of 2014.

But the prospect of these products connecting with global consumers seems less stellar if fresh data from U.S. research firm Ace Matrix is to be believed. According to the company's report, the new Apple TV commercial titled 'Our Signature', which runs under the tech giant's 'Designed by Apple in California' ad campaign scored a lowly 489.

Citing reports from Bloomberg, Apple Insider said on its reports that the normal likability scores associated with Apple's attempt of promoting iOS devices are 700 and above.

The latest Apple marketing thrust, which depicts iPhone and iPad users enjoying deeper connection with their personal gadget, failed even to make the average cut that Ace Matrix pegged at 542.

In fact, Apple's commercial was resoundingly defeated by the TV promo unleashed by Microsoft to increase consumers' awareness of its Surface tablets. The research firm gave the Surface TV spot a score of 674.

In the real world, however, Apple's iPad 4 and iPad Mini is trouncing the Windows 8-powered Surface, with the latter registering only miniscule sales numbers since its launch date last year while the iOS tablet tandem delivered tens of millions in quarterly sales.

And there is no reason to believe that the set up will reflect a dramatic change this year as analyst projected that Apple will continue to dominate the global tablet scene with its purported release of three iPad versions beginning September this year.

Slated to debut first is the iPad 5 and iPad Mini 2 duo, which analyst said will make their entry shortly after the unveiling of iPhone 5S and its budget version known for now as the iPhone Lite.

To follow a little later is the iPad Mini 2 with Retina, which is the more anticipated small Apple tablet for its higher display resolution from the previous build and faster processor, likely an A7 chip.