Actually it's not crazy, it's pretty ordinary really. They are simply doing what every luxury brand in the world does. It would have been crazy is if they didn't do all that.
It only looks crazy and out of the ordinary on nerdy tech forums.
I totally understand why many "Fashion" items do this.
As they are inherently useless, even not that well made, and they simply need to do this type of thing, to generate hype over what it in reality a weak product if you looked at it with a critical eye.
Apple should not feel so uncertain about THEIR product.
I don't think they needed to do any of this, and many would have far more respect for them if they focused on what they are good at, making great products, and not stooping down low like they are.
They should be proud of what they have made, not have to resort to gimmicky tricks to hope and pray they can make themselves look cool.
I honestly don't think they need any of this, and if smacks of weakness and uncertainty in yourself to feel you have to do any of this.
Basically that are admitting, we think this will fail, unless we do all of this.
That's a bad sign to give off.