Marketing is the one thing people always fall back on when discussing Apple. "It's all just marketing."

As if no other company in the world has a marketing department. Or somehow Apple gets all of its marketing people from some secret school that teaches some secret technique... that only Apple knows.

Marketing is a wonderful thing and a powerful tool... but it only goes so far. If your products don't back up your marketing, then they're not going to sell. Disappoint your customers, and they're not going to come back and continue to buy your products.

Apple, for the most part, doesn't disappoint.