I'm not certain Apple's techniques are unique though. Attentive and borderline manipulative, sure. But not unique.
Ferrari for example. Any press event where their cars are being driven by journalists requires a Ferrari engineer onsite to "calibrate" and monitor the operation of the vehicle before journalists drive it. That's manipulation in favor of a desired PR outcome.
I don't know that a case was necessarily being made for uniqueness, but it is certainly true that Apple is what it is today on account of one highly controlling individual. I am still trying to figure out why some feel that this description of how Apple PR does business is somehow surprising or out of character.