It’s official Apple is so big it no longer needs to do any advertising. If this is the way that theythink is this the time when they should start to be worried?
BlackBerry and Nokia were in similarly dominant positions and now they have the opposite problem. It doesn’t matter how much advertising they do no one will buy their product, well no one compared to the amount of people who used to anyway……
Who says Apple don’t need to do any advertising? CMO Phil Schiller when he testified in court in the Apple v’s Samsung patent trial. He 
confirmed what many thought:
1) The media are so in love with Apple that they will slavishly promote anything that is produced with the Apple name on it as if it was a gift from god (or Steve Jobs as he used to be known)
2) Every tv program and every film think they are being ultra original and cool by featuring Apple products for free as props when of course the reverse then becomes true.
Every film and TV program features them to such an extent that Apple don’t need to do any advertising around the programs and films on commercial channels.
Kind of ironic when you think about it! The program makers who get the product for free are depriving the commercial channels who buy their programs of Apple advertising! The brand doen’t need to advertise because it’s already featured in the program/film itself for free!!
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,” he 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.
“We 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.
Anyone who has watched any program or any film that is not a Sony produced one will testify to this. I have even seen films and programs where the goody has an Apple and the baddie a Dell!
Chris J Reed is Regional Partnerships Director for Asia Pacific for Partnership Marketing based in Singapore
The article first appeared on Camapign Asia
