indeed, i believe Apple invented "competent technology marketing" as well. But to market to a cynical and highly skeptical group, they wisely chose the "inside-out" marketing route. So eg, when addressing a skeptical crowd (eg, developers) and you tell them how great you are, if they listen at all, they'll infer the opposite. On the other hand, if they over-hear one of their own talking about how great is the Mac, they are far more receptive.

Jean-Louis Gassée (head of Mac development and later global head of marketing, '85 - '90) seems to be have been the intellectual force behind this in Apple.