I don't understand this at all. Apple is one of the companies that invented the 'Us vs. Them' marketing scheme with their 1984 commercial, Mac vs. PC etc.
This is true. I was trying to think of a commercial that highlights product design and features and this popped into my head. I had forgotten about their Mac vs. PC ads.
I remember lots of people dancing etc. Now even Microsoft is doing it - the product is a prop in a Busby Berkely number. So who's showing product features? Maybe for Apple, the flashy case IS the feature?