Earned & Paid
Companies · Tech

Apple

AdvertiserAAPL

Apple spent $1.80B on advertising and marketing in fiscal 2015, up 50.0% on the year before. That's 0.8% of revenue.

$1.80Bmarketing spend, FY2015
+50.0%vs the year before
0.8%of revenue

Marketing spend by year

2008: $486M2009: $501M20092010: $691M2011: $933M20112012: $1.00B2013: $1.10B20132014: $1.20B2015: $1.80B20150.8%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

Say vs do

We found no statement about the size of Apple's marketing budget on its earnings calls or in its 10-Ks, so here is its record against its peers.

What they said

No statement about the size of its marketing budget.

What they did

YearMarketing spendChangeShare of revenue
FY2015$1.80B+50.0%0.8%
FY2014$1.20B+9.1%0.7%
FY2013$1.10B+10.0%0.6%
FY2012$1.00B+7.2%0.6%
FY2011$933M+35.0%0.9%
FY2010$691M+37.9%1.1%

Against its peers. Compared with the 3 other Tech advertisers we track (Microsoft, Alphabet, Meta): last year +50.0% (median +13.8%).

How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.

What they see in the market

What its leaders and filings say about the ad market: its own ad business, or the channels advertisers use, since 2019; counts are statements, not spending.

Paid search 1× since 2021

In the news

Peers

MicrosoftAlphabetMeta