It's no surprise that Apple doesn't need to do any advertising anymore when it launches new products, according to marketing chief Phil Schiller, who testified on Friday in the Apple vs Samsung patent trial in San Jose, California. The company relies on these two strategies:
Rely on the media to create buzz for its products through positive reviews.
Product placement in TV shows and movies.
Because the media favors Apple products when the iPhone was launched in 2007, the Cupertino company didn't have to do any advertising for that period. Bloomberg says:
Schiller, discussing the iPhone, said Apple decided not to pay for 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," Schiller said. He read from several rave reviews of the iPhone and iPad, explaining that such stories did a better job than advertising to build buzz.
Apple also relies heavily on product placement, Bloomberg says:
"We would love to see our products used by stars," Schiller told the jury.
One of Apple's employees works closely with Hollywood on so-called product placement so its gadgets are used in movies and television shows, Schiller said.
That's no surprise. Product placement and buzz are the sort of strategy any company would use, the only exception here is that Apple doesn't have to place advertisements.