When the next generation iPhone was "found" in a bar, a lot of people doubted whether it was real or not.  Even when Apple was aggressively pursuing the matter by hook or by crook (mostly by hook), a lot still didn't believe it was the next generation iPhone.  Partly the reason for that is because some people saw it as, well, ugly.

Too boxy.  There are seams on the sides.  The buttons were so un-Apple in design.  Screws can be seen at the bottom.

This was my reaction when Gizmodo let the cat out of the bag:

However, when Apple officially unveiled iPhone 4, which is actually what that prototype looked like, everyone drooled!

Exclusive event for the unveiling of the product (WWDC 10), classy photography and website artwork, lots and lots and lots of publicity (paid for and free) - Truly, awesome sales and marketing does matter.