Most of the non-techie people aren't also that interested in Apple. They just care about the product. In this case, I know several non-techies (hair dresser, cake decorator, etc) who really don't care about Apple, the company. However, they have asked about the Apple phone screw up they heard about.

Most non-techies, I find, will see a tech-oriented friend to guide purchases, and they will learn about it through those means.