I think the question comes down to is "to create a lot of buzz" a marketing activity. While some people consider buzz creation to be marketing, you do not. You agree that Apple hasn't said anything in order to create a lot of buzz. The only difference is that you don't consider buzz-creation to be marketing while some other readers here as well as other business writers do.
Oh - and don't forget that everyone who thinks that buzz-creation counts as "marketing" (whether they approve of it or not) are to be seen as apple-fanboys... out-****ing-standing