The narrative — ie being associated and seen as an AI-winner — is worth billions of market capitalisation at Apple scale.

I don’t think there’s a direct guerilla marketing division, but I would absolutely bet money that Apple’s marketing/comms team is encouraging creators, influencers, etc to promote Mac Mini and Mac Studio for AI.

And when those teams brief and speak to people, even on confidential terms, they almost expect some things to get leaked; or will keep sharing it with more people until a third party leaks what they want leaked.

So they may seed things like “super confidential, we were internally really surprised by the demand for AI”. Intentionally.