The best marketing is that which does not require a huge budget -- when Apple stores are pilgrimage destinations, when you can get millions of people to activel

The best marketing is that which does not require a huge budget -- when Apple stores are pilgrimage destinations, when you can get millions of people to actively tune in to watch a two and a half hour long infomercial every year, you don't need, say, million-dollar Super Bowl ads. That does not mean it's not very intentional, and it's definitely still marketing.