Apple’s latest secret: Its advertising budget

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people are switching from Android to iPhone than before.
Yet another secret cost.
Photo: Ste Smith/Cult of Mac

Whether it’s its new heartwarming Christmas ad or its giant iPhone 7 billboards, Apple frequently leads the way on both quality and quantity for its advertising.

But according to Apple’s most recent 10-K annual report, recently filed with the SEC, it’s no longer revealing what it spends to get to this point.

Today in Apple history: ‘Here’s to the crazy ones…’

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"Think Different" launched on this day in 1997.
Photo: Apple

Sept28September 28, 1997: Apple debuts its iconic “Think Different” television commercial, complete with accompanying print ads.

The most famous tagline in Apple history, the line doesn’t just articulate how Apple is different from other computer companies — but also how Apple under the leadership of Steve Jobs will differ from the floundering, money-losing Apple of the earlier 1990s.

Microsoft attacks MacBook in latest Surface Pro 4 ad

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Does Surface Pro 4 have more to offer than MacBook?
Does Surface Pro 4 have more to offer than MacBook?
Photo: Microsoft

The iPad Pro has taken a ton of fire recently from Microsoft, but the company’s latest ad shifts targets to attack the MacBook.

The company busts out the old-school disses in the ad, which calls the MacBook “square” during an annoying song that brags about the Surface Pro 4’s detachable keyboard, pen and touchscreen. And it runs Windows!

Listen to Microsoft’s horrible jingle:

Videos on Instagram just got four times longer

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Food photography
And you can throw in multiple clips, too.
Photo: Brigham Young University

Once an app only for photos, Instagram is now greatly extending its video capabilities. Coming soon, users will be able to share videos up to 60 seconds in length. Instagram started rolling out this change today and says more improvements to video are coming in a future update.

One such improvement Instagram says will arrive sooner rather than later is the reemergence of multi-clip video on iOS. This means that you’ll be able to import multiple video clips from your Photos library and stitch them together for a single Instagram video. It might sound familiar because Instagram actually used to have this feature… before taking it away.