According to marketing chief Phil Schiller’s testimony on Friday in the Apple vs. Samsung patent trial, Apple relies on two strategies:
- Rely on the media to create buzz for its products through positive reviews
- Product placement in TV shows and movies
When the iPhone was launched in 2007, the company didn’t do any advertising for a period of time. They didn’t have to.
Mass media reports, reviews, and pop culture buzz alone was enough to lift the iPhone to the forefront of public mindshare around mobile device technology. This should come as no surprise, but I find it fascinating that this strategy was successful before anyone even knew how much this phone would change the world.
Read more at Business Insider
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