Ask HN: What is the significance of ommitting “the” when referring to products?

I notice Apple has a tendency to oddly exclude articles/determiners in phrases like "do not restart [your] Apple Watch", or "meet [the] iPhone", and to oddly include them in other cases -- "the biggest update for 'the Mac' yet".

This is something I've always found very interesting, as I imagine there has to be some practical explanation for it in terms of branding or image.

I can't imagine this has any relationship to trademark dilution, because these are very well recognized as Apple trademarks.