Apple no longer actually needs to do ANY advertising when it launches new products, marketing chief Phil Schiller testified Friday in the Apple v. Samsung patent trial in a San Jose, Calif., federal court.
周五，蘋(píng)果公司與三星的專利訴訟案在美國(guó)加州圣何塞市的聯(lián)邦法庭開(kāi)庭，蘋(píng)果公司負(fù)責(zé)市場(chǎng)營(yíng)銷的主管菲爾-席勒出庭并作證。他揭秘道，蘋(píng)果在發(fā)布新產(chǎn)品的時(shí)候，已經(jīng)不需要再做任何廣告了。

Instead, the company relies on these two strategies:
取而代之的是蘋(píng)果公司的兩條錦囊妙計(jì)：

1) Rely on the media to create buzz for its products through positive reviews.
1）依靠媒體的狂熱來(lái)對(duì)蘋(píng)果的產(chǎn)品進(jìn)行正面的宣傳。

2) Product placement in TV shows and movies.
2）在電視、電影中植入廣告。

The media is so reliably disposed to favor Apple's products that when the iPhone was launched in 2007, the company didn't do any advertising for a period, according to Bloomberg:
根據(jù)全球最大的財(cái)經(jīng)資訊公司彭博集團(tuán)的報(bào)道，在2007年蘋(píng)果發(fā)布iPhone的時(shí)候，由于媒體不遺余力地為蘋(píng)果產(chǎn)品叫好，蘋(píng)果公司在那段時(shí)間里甚至都不用為新產(chǎn)品打廣告。

"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.
“我們不需要做廣告。” 在席勒看過(guò)那些對(duì)iPhone和iPad的大肆贊揚(yáng)之后，他覺(jué)得這些報(bào)道遠(yuǎn)比做廣告更能吸引眼球。

Apple also relies heavily on product placement, Bloomberg says. "We would love to see our products used by stars," Schiller told the jury.
彭博資訊認(rèn)為，蘋(píng)果公司還花了大力氣在植入廣告之中。席勒告訴陪審團(tuán)說(shuō)，“我們很愿意看到明星們使用我們的產(chǎn)品?！?/div>

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. None of the tactics are a surprise. Anyone who has ever watched a movie or a TV show has seen actors turning to their iPads and MacBooks as props.
席勒說(shuō)，蘋(píng)果公司有員工和好萊塢方面走得很近，會(huì)負(fù)責(zé)商討把蘋(píng)果的產(chǎn)品植入到電影電視節(jié)目中去。這一點(diǎn)也不稀奇。我們都在電影或電視上看到過(guò)蘋(píng)果的iPad和筆記本電腦MacBooks被演員們當(dāng)做道具來(lái)使用。

But Apple, famously, hates talking about its own advertising and marketing. That's why it's so interesting to hear one of Apple's senior executives actually say this stuff aloud, on the record.
不過(guò)，蘋(píng)果從來(lái)都不愛(ài)對(duì)外說(shuō)道自己的營(yíng)銷策略，這次蘋(píng)果的高管自揭內(nèi)幕，就不得不讓人感興趣了。