The BBC has published a study of Apple's iPod advertising campaign.
Author Brian Wheeler says that "you can hire as many "cool hunters" and guerrilla marketers as you like, but when it comes to the youth market you've either got it or you haven't". He foes on to say that "at the moment the iPod has got it".
Wheeler doesn't attribute the success of the iPod to advertising: "DJs are holding iPod parties entirely of their own volition. For the twitchy, trend-obsessed youth marketer it doesn't get any better than that."
He describes the iPod campaign as "simple and iconic, a subtle evolution of Apple's tried-and-tested formula".
However, according to Lee Clow, head of the TBWA agency behind the ads, Apple CEO Steve Jobs needed a little persuading to take the step.
Wheeler says the choice of music is also key to the ads' success, with the three biggest-selling genres – hip hop, techno and garage rock –represented. He said: "The tunes chosen are not necessarily the biggest-sellers, but they will be recognisable to the cognoscenti, which is what matters."
He adds: "But with the product already flying off the shelves through word-of-mouth why spend money on advertising at all?"
He concludes that for Apple "PR is everything". According to US magazine Advertising Age, the Apple publicity machine has secured 6,000 iPod and iTunes stories in major publications worldwide.
"All the advertising campaign has to do is get across the message that the iPod is PC-compatible, something you cannot always guarantee from a frothy style-magazine review".