I'm not sure who wrote Apple's ad copy in the Apple I era, but this wordy page reads a bit like a Steve Jobs proto-keynote in textual form. It says that the Apple I is the first computer of its type, claims that setup is "hassle free," and marvels at the fact that the system provides 4KB of RAM for only $666.66. That's not that different from Apple's iPad mantra: "A magical and revolutionary device at an unbelievable price." And hey, the Apple I, like the iPad, didn't come with a keyboard as standard equipment.
Note that this ad doesn't call it the Apple I. It's just the Apple Computer -- the first and last one that required no model name.
(Image courtesy of Apple II History)