Apple has some of the best marketing, period. Watching their ads and videos is almost a trancelike experience. Then again, their abundant use of superlatives and hyperboles is starting to get annoying.
However, gotta say, glad I held out on the iPhone until now. Have had a dumb-phone all this time, and finally looking like the right time to switch to a smartphone. The Retina Display looks cool, can't wait to see it in real life.