I'm not sure it's a marketting issue though to be honest. I think Apple's PR and Marketting is still in full swing like it always was and is actually still their darling gem.
I think they're just hitting doubles instead of homeruns. (A baseball metaphor now that season has started).
It's not a bad laptop. By any stretch of the imagination. It's not a bad smartwatch by any stretch of the imagination. But when Apple has been hitting cleanup over the last two decades, and then suddenly only hits doubles, you have to wonder if they still have the batting strength.
were people honestly clamouring for .5lb lighter laptop? and were they honestly willing to sacrifice 30-40% of the performance for a slightly marginal difference? 2mm thickness isn't going to suddenly save your backpack space. .5lb isn't suddenly going to break your back.
so advertising this as the "greatest revolution in laptos" or in the watches case "This will change your life" is questionable and sets up serious expectations. Then to deliver products that don't clearly differentiate themselves, and to do it at far higher prices than market expectations, You're not going to get raving reviews.
if the MacBook were to be released today with the MBA pricing, this story would be different. But it's not. this is a more expensive laptop for less of a laptop.
When Apple dropped the CD drive from the Mac Pro's, they were able to save considerable size and weight. There was sa dramatic difference in the devices before and after. sure it sucked for all those CD/DVD users, but there was a siginficant reason for removing it. That clear and decisive reason is NOT here.