Yes, when it comes to what they want the general population to do I would also assume the only thing they really want is for people to pay for their products.
You know a company has good marketing when they have people believing that it's not about products/profits, it's about "experience and revolutions!". It's always sad to see people fall for it and start defending Apple as if it was their very own lives that are put into question when you point out flaws in Apple's products or policies.