 Apple staged a lavish promotional campaign for the launch, led by Derek Taylor, whom Harrison had invited to help run the Beatles' new enterprise.In advance of the release date, the company declared 11–18 August to be "National Apple Week" and sent gift-wrapped boxes of the four records to Queen Elizabeth II and other members of the royal family, and to the British prime minister.In an interview to help promote "Sour Milk Sea", Harrison said that the song's message would "[go] above the heads of some people", but it was a "very good record" and indicative of his and Lomax's decision to put artistic merit before commercial considerations.