Too many specs
Apple ads dont seem to dwell too much on specs, their marketing is riduclously good somehow that they don't need to. I think their ads would be way way more vague. The campaign might start with something under a sheet, a tiny apple logo in the bottom corner, and thats it, for like a year. Then when the sheet comes off, it would reveal an unusually shaped... I guess its a car, but its not like any car I have seen. They would then run that for another year.
By the time the thing hits the market, they would have half the civilized world frothing for one, even though most people have no idea what the specs on the thing are.