Memories are short, I guess.
This is a specific marketing and Apple culture choice that was made by Steve Jobs himself back in the 80s when the original Macintosh was launched. He wanted it to be a truly personal computer so he directed his staff to refer to it and market it as "Macintosh," not "the Macintosh."
This is well documented Apple history and it's exactly why Apple continues to refer to their products in this way.
Per my previous post, "the Macintosh" would be grammatically incorrect, as proper nouns are not normally preceded by the indefinite article "the." It would be grammatically correct to use the indefinite article for other more specific references, such as, "I wrote an email on the Macintosh on my desk."
So, technically it's incorrect to write, "Apple released the iPhone 6 today," unless you are referring to the one in your hand.