Working at Apple, i have learnt that there are some high level strategies being used; these are that Apple owners, are the greatest promotion team that a company could want. Apple relies heavily on impressing their users, so these “promoters” can go ahead and convince their friends to buy mac. Its a known that Word of Mouth is the most effective type of promotion http://www.bazaarvoice.com/industryStats.html#Power
This promoter effect is having an effect in the work place aswell.. There is often at least one Apple Evangelist in the workplace, and they are the ones that make the hard sell around the benefits of the Mac OS and Apple products to their management, not the advertising, not your Local apple store specialist.. This article on businessweek.com goes on to tell this story
http://www.businessweek.com/magazine/content/08_19/b4083036428429_page_2.htm
( via Marketing & Strategy Innovation Blog )
