Apple has also been very PR-centric, says Cruikshank, pushing to get its products reviewed and used as product placement in movies and TV shows.In The Apple Way, Cruikshank writes that Apple computers have appeared on screen more than 1,500 times in the past 20 years on TV shows and movies including 24, Sex and the City, Seinfeld and You have Got Mail.More than half of all computer product placemen