According to court testimony in the Apple v. Samsung patent trial …
Apple no longer actually needs to do ANY advertising when it launches new products.
So testified marketing chief Phil Schiller
Instead, the company relies on these two strategies:
- Positive media buzz, e.g. glowing product reviews.
- Product placement in TV shows and movies.
The media is so reliably disposed to favor Apple’s products that when the iPhone was launched in 2007, the company didn’t do any advertising during a brief period after the device was introduced in January 2007 and when it went on sale later in the year.
“We didn’t need to.”
The rave reviews of the iPhone and iPad did a better job than advertising to build buzz.
Apple also relies heavily on product placement: “We love to see our products used by stars in movies and television shows.
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Memo to JCP CEO Ron Johnson: JC Penney isn’t Apple !