What's interesting, though, is that today's introduction is Apple's first since the full explosion of social media usage. (The iPhone was introduced in 2007, which, although in the age of social media, was still at the very beginning of the explosion.) So how will Apple advertise their new introduction? Obviously, they've done a great PR job thus far, getting stories and opinions with increasing frequency and anticipation for months leading up to today's announcement. But once they start advertising, which media will be their dominant focus?
In all likelihood, they will spend most of their money on traditional media, especially television. They've been successful at it, they continue to use it (e.g., Mac vs. PC ads), and it's the best vehicle to cement the Apple brand image onto a new product. But, whatever they do, it will be interesting to see how one of the best brand positioning companies of our day executes its marketing plan.