Hello? Apple? Why the iPhone ad?

As I sort of watched the Academy Awards show last night (Ellen was funny), I noticed Apple ran an ad for their upcoming iPhone (http://www.apple.com/) (name excluded for legal reasons no doubt). Interesting tactic, airing an ad for a product still more than two months away from release with no mention of its name. Seems entirely reliant on logo recognition to generate response yet the "apple" was small and fleeting. Not a great way to sell phones, but you got some buzz out of it. But how do you measure if that was worth the price?

CateGoogles: mobile_tech aimless_musing Mood = unimpressed