Many people would have you believe that Apple is successful not because their products are superior, but because they’re advertising is. They actually have a point, but not in the way they mean. Yes, Apple’s advertising is superior, but it’s not because Apple spends loads on it. In fact, Apple’s advertising budget is far tinier than Microsoft and Samsung’s.
On his official Twitter account, Horace Dediu of Asymco posted up a chart showing the discrepancy between Apple’s advertising expenses from 2009 to 2013 and HP, Dell, Coca Cola, and Samsung. Surprise! In literally every year and every case, Apple’s advertising budget is far smaller than the competition’s.
It’s not really surprising. Quality versus quantity is pretty much Apple’s modus operandi, and it’s also true that Apple has so many fewer products to advertise than the rest of these companies. Still, hopefully this data should pop the myth once and for all.