I will admit, though, that Apple tends to go overboard with its cheesy marketing tricks and ploys many times. They should let the products speak more. In most cases, they just do.
As for the "I'm a Mac" ads, they are not that bad at all.
Disclosure: I own an iPhone and am madly in love with it. I also own a new iMac, and love its looks and would like to make OS X work for me, but have not been very successful at that. Perhaps because I am just used to Linux.
The operating system is absolutely the most advanced. The fact that it gives you so much power without any tinkering is stunning. Corner-window commands, the vast keyboard commands, and the incredible efficiency of Spotlight are my favorite quick things to point out.
It will very be interesting to see how this changes once Verizon opens up their networks to all products that prove their compatibility. Hopefully it will be much better then the locked down equipment they currently sell.
The only network I get home reception from won't even include flashes on the vast majority of their camera phones.
With all the demand for iPhones, the only reason to this closedness is maximizing profit at the expense of end-user flexibility.
Usually Apple isn't against making tons of money, so I think it makes sense that there's a logical reason behind their actions.
The truth is that Apple feels it can make much more money from exclusive contracts with the carriers than it can selling the phones directly to consumers.
And yet Microsoft produces a more open mobile platform. If you believe AT&T is dictating the abusive iPhone terms, I'd recommend you lay off of the Jobs Kool-Aid for a while. It's effecting your perception.
Unfortunately, trading Gates for Jobs is like trading Mussolini for Hitler.
DRM sucks, but the iPod has proven that the presence of DRM doesn't mean a product is crap.