No offense, but that's stupid. Apple doesn't need to spend a dime "making sure people want to listen to 'the right song wherever they are'". People have probably wanted that since wars were fought with sticks and have expected it since the Walkman in the '80s. That's like saying Coke's ad budget is an attempt to convince people to drink something when they're thirsty.
They spend their money on branding ads, to make sure that when people think about "listening to 'the right song wherever they are'" they associate that with an iPod. That's the only explanation, since everybody has known what an iPod is for years and yet they still spend literal hundreds of millions per year on ads for them.