Well it's smarter than running ads in newspapers, which generated a half-trillion dollars of revenue over a century.
Really goes to show how much the market works on the 2nd derivative, and how that can result in immensely disproportionate market caps relative to a company's profitability.
If I were Apple I would think about seriously ramping up the stock buyback at this point. If they keep it up long enough they could even take themselves private one day.