Jacqueline Basulto

Apple hit many headlines in 2015 when they dramatically increased its global advertising budget by 50% to a record $1.8 billion. Their explanation?

The company representatives said they believe “ongoing investment in marketing and advertising is critical to the development and sale of innovative products and technologies”. That year, they reported record profits of $53.4 billion on turnover of $233.7 billion, thanks to the release of iPhone 6 and iPhone 6S.

Why are they spending so much money on advertising and is it paying off? Advertising is a scary thing. You have this fear that you will just throw money away.

However, as Apple knows, this is not true. Here are some key traits of Apples marketing message.

One thing Apple is famous for is not getting caught up in price wars — they know their value and they are not afraid to price it. The same applies to their

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