Ok, what exactly does this zeitgeist leveraging get for Apple?

Not brand recognition, the brand is well known. Is it some goodwill with…who exactly?

For instance I can see why big corps underwrite public television programs. The audience says “That’s a good company,” and the company talks up its community investment anytime it can.

What is Apple getting for the billion it is spending on TV? Maybe the CEO gets to rub elbows with Jennifer Aniston and Reese Witherspoon? I’m not seeing what that does for the company, but seriously, sometimes that kind of ego nonsense drives decisions.