When the biggest names in the tech world showed off their latest gadgets at the Consumer Electronics Show in Las Vegas, Steve Jobs decided to grab a share of the attention by showing off the iPhone in San Francisco. He did get his share all right, a free publicity share worth US$ 400 million. Says a business expert, "No other company has ever received that kind of attention for a product launch."

How does the "best marketing CEO in the business" do it anyway? Here are the notes that we found on Apple's marketing manual. Everyone should take on Apple's cue and make big bucks like the computer giant does.

1. Make innovative products. It may be simple, but it brings Apple to the spotlight.
2. Keep it simple. Having too many options confuse people.
3. Create truly memorable ads. No need for extensive advertising.
4. Find an enemy. This will keep you improving.
5. Work the taste makers. Be very PR-centric.
6. Offer surprises. It's all about mystery keeping the love alive.
7. Put on a show. Publicity is the rule of the thumb.

Check out some memorable Apple moments below.