The question is, do they need to do these advertising campaigns? It makes sense to do advertisement if they need attention, need to work the brand or need to an

The question is, do they need to do these advertising campaigns? It makes sense to do advertisement if they need attention, need to work the brand or need to announce something new. It doesn't seem the case for Apple. The risk of damaging the brand is higher than the benefits at this point. Invest in ads only if you really really need to.