Actually I find that Rapha's marketing approach tries a little too hard to be cool–to the point that they come across as pretentious. More Abercrombie and Fitch than Apple. Ironically i do see something in their marketing that gets at the soulfulness of cycling being in the ride, however, and not the product. You have to dig deeper into their website though to get at this. As far as I'm concerned, the cycling apparel equivalent to Apple marketing savvy is Assos. Both have a history as innovators. Both market a premium brand based on this innovation and technological advances in their product lines. Both take packaging beyond the norm and make opening their product an experience in and of itself.