1) Nice job Apple did there - if you are unable to notice the subtle marketing they are doing.
At least in Germany they are as present in this marketing area, as every other company is.
2) + 3)
That may hold true for those already loyal to Apple, but as you mentioned in 3) Apple has their fanbase doing the marketing for this group already, so they just have to help keep the ball rolling.
On the other hand, for those who are not yet bound to Apple, the opinion of the...