Apple invented the ability to take geeky stuff and turn it into cool stuff for normal people. That's a pretty big feat in itself.
That's called "marketing". It's not really new.
Every time you see someone wearing those white earbuds, that's marketing. When your mom is always on her ipad, despite 20 years of lessons from you on how to use a computer, that's marketing. When you are sitting in an airport and you notice the glow of the Apple logo on the back of someone's Macbook Air, that's marketing. When the same dude is still using his macbook, 6 hours into a flight without a powercord, that's marketing. When you walk into an Apple store, and you feel the aluminum unibody... when you unwrap the sturdy yet smooth packaging and the bottom slides out to reveal the device... when computer boots directly to a gray apple logo on a white screen, instead of a DOS prompt for a few seconds, that's marketing.
It takes a lot of work to do Apple style marketing.