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You know how there's often three sizes of something, say coffee, for example. Small, medium and large. Alternatively it could also be three price tiers; iPhone cheap, iPhone normal and iPhone expensive. Well more often than not the most expensive one is there so that people can go like: "$1499 for a phone?!? Absolutely not, I'll go with the more affordable $999" version" - just like Apple wanted you to.
Customer behaviour is among the most studied psychological phenomenoms out there. No matter how stupid you think some ad is, it still works. It might not make a noticeable difference on individual level, but when you show an advertisement to million people, then it starts showing effect.
But what you described isn't really an advertising gimmick. I'm aware of the pricing gimmick but how will I know what price an iPhone is of I never absorb an ad? In fact I almost ditched samsung last time I bought a phone (due to their bullshit bloatware which I consider an extension of advertising). It was only because it was the cheapest that I got another one. Advertising didn't positively affect my choice in any way.