Apple has gradually been ramping up the amount it spends to advertise the iPhone, but the company still spends far less than some of its competitors.Apple spent just $97.5 million to advertise the iPhone in the 2008 fiscal year, the first full fiscal year after it launched, according testimony from Apple’s SVP of marketing Phil Schiller in the company’s ongoing patent trial with Samsung, via The Verge.
Apple spent $149.6 million to advertise the iPhone in the 2009 fiscal year and $173.3 million in the 2010 fiscal year.
Compare that to Microsoft, which reportedly spent $400 million to advertise its Windows phones. That’s roughly the same amount Apple spent to advertise the iPhone in three full years.
This shouldn’t come as too much of a surprise since Apple tends to be more selective with its marketing efforts and gets lots of extra publicity from product placements. In fact, Schiller revealed in his testimony that Apple focuses on nationwide publications with the largest reach and actually has an employee who “helps provide products” to be “used by stars in movies [and] TV shows.”
Interestingly, Apple has spent noticeably more early on to advertise the iPad than the iPhone, presumably because it was trying to convince consumers to buy into a new product category. According to Schiller’s testimony, Apple spent $149.5 million in the 2010 fiscal year and $307.7 million in the 2011 fiscal year.
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