Game over and nothing. Like many other companies they don't just advertise just because the Superbowl is on. Ads for that game run 3 million for a 30 second spot. Thats allot of money. You typically don't see computer ads either. Notice the companies you did not see advertise:
Microsoft (Xbox or Windows)
Sony (Computers or the PSP)
Nintendo
Dell
HP
Why would Apple do that if they don't? Remember that not even MS - a company desperately needing to counter Apple Ads did not advertise during the Superbowl.