I'm not aware of any marketing Apple uses to point out the 64 bit processor. If it's intended for marketing, is a fairly dumb idea to spend that much on r&d just to tagline it.
Apple does hype the 64-bit nature a bit on product pages, but I agree that the company likely didn't revolve its plans around that kind of upgrade. Most likely, it saw that the next step up in its CPU architecture meant ARMv8, with 64-bit as a logical extension.
Besides, if folks think Apple is overselling 64-bit, just wait until Samsung launches its first 64-bit phone... you'll never hear the end of it.