Apple recently released a commercial (they call it a "film") called "Stickers" that show how MacBook owners love their laptops. They demonstrate this by the stickers that adorn the back of the LCD screen on their MacBooks. You've probably seen them before, with the numerous creative ways the Apple logo is incorporated into the design.
Many of these effects are made even cooler because the Apple logo is illuminated and part of the case, instead of just an embellishment stuck on at some Dell factory. There are indications that instead of having the Apple logo simply etched into the metal as it is on current iPhones, the next iPhone may have an integrated plastic logo that could allow for both wireless radio transmissions, and perhaps even light up as the MacBook logos do.
This would allow Apple to build on the "sticker love" campaign. Perhaps what Google and most Android smartphone makers don't get is that Apple owners love their products. The attention to detail and use of high-end materials is appreciated. When customers want to show off your logo, you've done something special. The next iPhone could make it even easier to highlight the Apple logo.