Apple isn't about being a rebel anymore. They aren' the underdog like they used to be, they are the default (in the US, as that's all I can speak to).

For Gen Z & I'd assume Alpha as well, Apple (via iMessage) is just a baseline requirement for social inclusion. The cringe isn't Apple, it's the opposite, its cringe to not have an iPhone because of social pressure.

Apple sill remains an aspirational brand too, despite this. It's a flex to show off the latest iPhone, or whatever else brand new Apple product.

Basically, Apple doesn't have to spend marketing effort to appear cool anymore because the vendor lock in and peer pressure are already doing that for them.