Its not a bastardisation, its a marketing ploy designed to denote personal ownership of the brand not the product.
I own a ford fiesta == I own an object
I own ford fiesta == i own a brand
My ford fiesta is 'a ford fiesta' but 'ford fiesta' is a brand in its own right.
So the CEO of Apple could legitimately say 'I own Apple'
And by giving the customer the right to say 'I own <Brand>' transfers ownership of the brand to the customer
I own <Brand> == I buy into <Brand>
That sounds like it's taken directly from "The Church of Jobs Indoctrination Handbook".