Sure, but that's always been the case at Apple, Jobs II and after. The original iMac was all marketing -- not that great of a computer, but sold on "cute," and being sub-$1000. The iPod was all marketing with its ubiquitous dancer ads, and making sure the right Hollywood stars were seen with them in paparazzi shots. And the product placement of Macs in TV and movies these days is everywhere too.
But that doesn't mean Apple is ignoring tech. It's just that only us geeks are interested in tech as a hobby, not just a life tool. Tech doesn't sell unless it's sexy.