Steve Jobs used to explain Apple something like this
Our goal is really simple, we like to make GREAT products for people. Then, we tell people about them. If they like them, we get to come to work tomorrow. It's really simple.
Apple has had quite a few iconic ad campaigns since its inception. With the exception of the 1984 commercial, they buy A LOT of air time.
Here's the newest addition (expect to see much more from where this came from):
In the biography by Walter Isaacson, Steve is quoted as saying this before he passed:
“I will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrong,” Jobs said. “I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this.”
If you want to watch a good fight, this is going to be a good one.
Apple is ready to battle and they have the resources and infrastructure to do it.
It began with those Samsung lawsuits. Now it is time for the ads. Again, I'd expect to see a ton of these ads in the near future.