Well, they may have started marketing and whatever, but it could be PR stories or ad placements etc. That takes time. It's not going to be like hitting a button. The app is out in less than two weeks (by their standards), so I'm expecting a media release on or just prior to that and everything else to be on some sort of coordinated timeline.
They've can't really start pitching this to tech blogs, journals and media until the product is in the store.
VIP Marketing Email Arrived....Mixed..., page-61
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