The "ooh new Apple ads" could be in part because the ads have two excellent comedian/actors who help do the writing, and because most people find the current stance that Microsoft takes against Apple to be somewhat comical. Personally, I enjoy seeing John Hodgeman every chance I get, even if it is in an ad. He's a funny guy.
As a basis for product awareness, there is nothing wrong with this. For example, I was drawn to Nikon DSLRs over their competition when I learned saw the Danny Choo Nikon ad (I read a lot of what Danny Choo produces and I like his writing). Once I started researching on my own I found the camera I wanted and bought it (D90, btw). All the ad did was provide a signpost, should I feel ashamed or manipulated? I definitely did research and agonized over the exact camera and model to get, so I don't feel like I was tricked into a bad, shameful purchase. Nor do I feel particularly manipulated by choosing this brand over any other, there were specific features (mentioned in the ads) that I decided I wanted to prioritize.
It can be a lot less effective then annoying commercials too.