I'm not so sure about "all publicity is good publicity" - it's true that it works if nobody has heard of your product. Sales-wise, it's better that a million pe

I'm not so sure about "all publicity is good publicity" - it's true that it works if nobody has heard of your product. Sales-wise, it's better that a million people hear about it and 70% have a negative view of your advertising while 20% don't care and 10% like it, than it is to have 10,000 people hear of it and every one of them like it. But when you're at Apple's level? Probably 95% of the US population knows what an iPad is and probably 80% have used one at some point. At that level you have to be more concerned about brand management. If people start getting a negative association with your brand then you open up the door to competitors. Look at Twitter, Tesla, etc. - tons of press, very controversial, but it doesn't seem to help at their level.