This is so offbase, that I'm not sure where to begin. Every iPod ad. The FaceTime ads, at the end of all recent Steve Jobs keynote. Apple is trying to promote their philosophy and vision constantly.
No, it's not. I see you've got brand nursing out of marketing agencies and genuine talks by Steve Jobs confused. Which makes sense, it worked.
I was referring to how before he was ousted and just after he returned he was talking very differently, more passion, genuine. Sure, related concepts to branding they have now, but related only via high concept. Something changed along the way. Take it as you will - it's just a subjective perception anyways.
