I think that's basically right. They've been weaving "high-status outdoor adventuring" into their brand for a long time — think about the codenames High Sierra

I think that's basically right. They've been weaving "high-status outdoor adventuring" into their brand for a long time — think about the codenames High Sierra and Mavericks, or going to an Apple store and seeing a ski trip under planning in the sample iMessages. A big part of the way Apple signals their products as clean, healthy, and high-status is by depicting themselves as exactly that sort of people. (Not to imply that this is particularly disingenuous, but they know exactly what they're doing)