Aren't they transfer stickers? peel off the backing then press onto whatever surface then give them a rub and gently pull away to leave te sticker. Saying that I haven't bought any of the new ones but i believe they are the same as the old ones
You've have to wipe the surface with dab of white spirit or equivalent cleaner to get any finger print grease, bogeys etc off it before it will stick to a computer.
Same with cars that have been waxed or windows that have had rainx applied.