NY Giants did the legwork for Apple's word-of-mouth marketing at the Super Bowl
In the game's aftershots, the New York Giants were naturally given oodles of airtime as the reigning World Champions of the NFL. So many players whipped out their iPhones and started calling, texting, or just fumbling around with them for the world to see, that the cumulative airtime Apple's finest got was probably worth many millions of dollars.
What's more important, this is the kind of word-of-mouth marketing and unscripted usage of your product during one of the happiest occasions in the life of an NFL player (talking about the winning team here) that companies would gladly pay for millions anyway. Not to mention the random halftime crew member that crashed the celebration and kissed the trophy, videotaping himself with his iPhone all the time in front of NBC's cameras.