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Patent marking and infringement damage question

As I know, companies are required to mark they product with patent numbers or they will lose any damage. But I tried to search iphone patent mark and it seems Apple doesn't mark their patent, isn't ...
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Why does the FTC not require patent numbers to be included in television commercials?

This is only broadly related to patents but maybe someone on here knows. Why is it not required to show a patent number when a product claims to be "patented?" Building off that, if a product claims ...