I never bought into Applethink, and after every product annoucement I falsely predict they've finally blown it and nobody will "fall for it" this time. Meanwhile they're approaching $100e9 and probably wouldn't give my resume a second look. You win.
This is why I enjoy watching all the Steve Jobs keynotes. The whole culture and sect like mentality behind Apple and its fanbase is not only hilarious, but very interesting to watch. Apple use weasel words constantly to give people (and its fans especially) that they are still the underdog company (in comparison to Microsoft of course).
Notice how Jobs almost always says 'we think this solution is the best' and 'we think this phone is the best ever'. The whole manipulation of words is amazing to watch. You may think this is purely something that happens, I am certain that this has been undertaken carefully by Apples marketing department (which I have an idea that Jobs leads).
Remember when rumours was roaming everywhere that Jobs would no longer attends Apple-events? Gosh, it was like the worst nightmare to all Apple fans!
A shorter alternative to this way of thinking about Apple and predicting their results is to just assume consumers are stupid and they like shiny things. And if it has a real brand on it, even better. Microsoft, HP, Dell, Lenovo and so on are not regarded as 'real brands' to most consumers. Apple is in Gucci-league.