Make buzz and put your brand in it
There were plenty of jokes around about ipods used in ancient Egipt and stuff on weblogs. Most of these blogs are financed by apple, many blogs that retweet posts got $$ & free gadgets
Build interesting hardware
Many ipod extensions were seen, probably less were bought
(and then throw your gadget into swimming pool and show it still working on youtube)
Pay campers that wait in front of shop for a new product, they are cheap, really.
Apple spend a lot on marketing, their products are more design than tech, and they spend tons of $$$ on marketing
to see apple logo on back of laptop you don't even need to understand any language. It's symbol.
Beautiful shops
are like museums actually. They are used to promote and to sell items.
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