I don't disagree. Apple is among the best marketers in the world. But they didn't invent it - they just do it best-in-class.
They invented a specific kind of marketing where the product was the message. There is no other company in the world to my knowledge that can do that.
See their advertising for the iPod with the white headphones and the silhouettes.
No other company can just show their product without having to say anything about it. That makes Apple unique in such a fundamental way which is exactly why they are the most (or one of the most) valuable company in the world.