This is a an exceptional claim. Not saying that I don't believe you, but do you have any evidence that might help us verify this suggestion?
You could just be someone with an axe to grind
(And every major CEO that I know of has PR teams. Bill Gates was reported to have all three of the major PR companies working on his personal image. So open your mind to new things you haven't experienced. Isn't that why something like Hacker News should exist?)
However, it turned out Apple did do user testing of pilot products during Steve's time. The claim was an exaggeration on Steve's part. There are other similar anecdotes that proved exaggerated. Thus, it appears Apple did indeed have a "bullshit kit" of some kind.