That's called "marketing". It's not really new.
Every time you see someone wearing those white earbuds, that's marketing. When your mom is always on her ipad, despite 20 years of lessons from you on how to use a computer, that's marketing. When you are sitting in an airport and you notice the glow of the Apple logo on the back of someone's Macbook Air, that's marketing. When the same dude is still using his macbook, 6 hours into a flight without a powercord, that's marketing. When you walk into an Apple store, and you feel the aluminum unibody... when you unwrap the sturdy yet smooth packaging and the bottom slides out to reveal the device... when computer boots directly to a gray apple logo on a white screen, instead of a DOS prompt for a few seconds, that's marketing.
It takes a lot of work to do Apple style marketing.
No other company can just show their product without having to say anything about it. That makes Apple unique in such a fundamental way which is exactly why they are the most (or one of the most) valuable company in the world.
See their advertising for the iPod with the white headphones and the silhouettes.
Bose product sounds good, yes, but not as good as their price tag. Bose also severely restricts the way you can use the product - no bass/treble knobs for example. Very similar to Apple.
"No highs, no lows, must be Bose."
Your point?