Edit:

Seems there are at least 2 people who find pithy comments not worthy here so let me expand upon the point in a more verbose way to please them:

If you're Nokia you have zero chance at capturing imaginations with your products the way Apple does. There is no novel approach their corporate marketing team can come up with that will rival the winning formula Apple has produced. Apple's marketing today is probably better suited to the market than even the Think Different campaign in 1984.

Moreover, Apple has made their bones by contrasting themselves against beige corporate culture. Nokia is very beige.

Apple has framed the debate on their terms. So Nokia can choose to flail around in a mediocre attempt to find a different marketing strategy that works.... Or they can copy the unrivaled, unrelenting market leader. They are trying to produce a cool, trendy, powerful little smartphone. Why not embrace the Apple formula as best as you can. You're playing on their turf, so try to present yourself the way they do.

Or, in other words, when in Rome do as the Romans do.