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Apple's latest secret: Its advertising budget | Cult of Mac

Apple's latest secret: Its advertising budget | 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.

Instead, under the section of the report titled “advertising costs,” Apple notes that such costs, “are expensed as incurred and included in selling, general and administrative (SG&A) expenses.”

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Last year, Apple’s ad spend increased by 50 percent to a $1.8 billion. According to an analyst at Wells Fargo, the reason Apple may now be clamming up about advertising spend could be because Apple is spending more advertising dollars per sale, which could be a boon to critics if news got out.

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