The 10% are the "word of mouthers" (evangelists) that influence the other 90%. Apple isn't where it is today because of TV advertising. It's where it is becaus

The 10% are the "word of mouthers" (evangelists) that influence the other 90%. Apple isn't where it is today because of TV advertising. It's where it is because of brand advocates like the people who are now complaining about the new products.