Apple uses localized commercials, as this post shows. I like this extra effort because when promoting software or service, you need to reach people. If nobody cares about Facebook or Twitter in China, then why bother people with them? Weibo is a way better choice because it is present in the audience’s lives.
Of course, this causes additional effort and cost. On the other hand, marketing is only done to make people care about your product. So you should make them care.