Apple have long been advocates of the silent treatment when it comes to their PR campaigns. Saying very little for a long time between product launches, and then adopting a, “We’ll say what we want, when we want, to whom we carefully choose” (Charles Arthur, PR Week) Apple are a closed book when it comes to PR. Although people argue that when a company is this size, and has the popularity and army of loyal advocates such as Apple that public relations isn’t necessary, but it is interesting to note that even when Apple was relatively unknown, their PR campaign remained the same.