It's very unlikely that this article was written with any direction, payment, or remotely direct incentive from Apple. This is how the author writes, and anyone

It's very unlikely that this article was written with any direction, payment, or remotely direct incentive from Apple. This is how the author writes, and anyone familiar with the author's work (he has written many iPhone camera reviews) will find this to be not at all unusual. You can say the language is "marketingy," sure, but it is extremely unlikely that the author is involved in or paid by Apple's marketing or advertising team.