机密十五：无视用户反馈？

    虽然许多公司都在收集用户对产品的反馈，但苹果从不这么干。席勒在听证席上称：“我们从不询问客户‘你希望下一代产品有什么功能？’这不是用户的事。我们自己会（替用户）收集信息。”

机密十六：营销开支曝光

    不管你信不信，iPad上市第一年在美国的营销费用比iPhone还高。2008年，苹果花费9,750万美元在美国打广告，宣传iPhone。2010年，花在iPad上的这笔费用是1.495亿美元。

What customer feedback?

    While many companies survey customers for feedback on products, Apple continues to do the opposite. "We never go and ask the customer 'what features do you want in the next product?'" Schiller said on the stand. "It's not the customer's job to know. We accumulate that information ourselves."

Marketing expenses revealed

    Believe it or not, the iPad cost more to market in the U.S. during its first year than the iPhone. In 2008, Apple spent $97.5 million on iPhone ads in the U.S., compared with the $149.5 million it spent on the iPad in 2010.