Issue 1: An unavoidable issue of hiding information which makes almost everything mystery. Apple is trying to conceal new products details as long as they can to make medias and their fans keep on waiting. Whenever the medias give and circulate their comment by releasing new models pictures or by other group of internet users the public will give more attention to the upcoming products. We can say that Apple does not even spend a dime on advertising activities.
Issue 2: In relation to the image building which make the products seem to be out of stock or less than the demand in order to attract an extra demand which increases the value and price of the products; the harder to find, the higher the price is. When people are ready to buy they will buy right away without hesitation. It is an excellent game of psychology.
Issue 3: Apple has created "Brand Community" which is not only branding their products but also create brand royalty as well. Apple products owners will feel good at the same time the products are also user friendly. That is a reason that Apple users have more than one Apple product. They are very brand royalty. Apple makes use of this phenomena to link their users to Apple global network. People are Apple addicted!!!
Despite of the above mentioned 3 issues, Apple simplified communication has enabled people to gain easy access to the products. Experience of people who try new products in i-Shop gives fascinating feeling than any other computer shops and finally they fall in love with Apple.