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What did Apple do to mount that campaign? Not much, Krazit. It simply introduced the iPhone in January, bought ad space during the Academy Awards to say "hello," and only within the last few weeks started a broader ad campaign. Apple has figured out how to appeal to consumers like no other company in technology -- and with a smaller marketing budget than companies like Intel, Microsoft or Hewlett-Packard, he adds. Apple has perfected the art of buzz during the Internet's second act, Web 2.0.
"They simply do a masterful job of capturing the imagination of just about everyone," wrote Jim Lattin, a professor of marketing at Stanford University's graduate business school, told Krazit in an e-mail interview.