I think Apple is a classic example of tech marketing done extremely well. The engineers and designers build some truly outstanding products, but the marketers figure out how to sell those products to customers in equally impressive ways. There is real (and undervalued) skill in taking the set of all features a product has, and winnowing that set down to the perfectly curated and articulated list of benefits. And vice versa: there's real skill involved in figuring out the unarticulated needs of the marketplace ("the problems people don't even know they have").