This is an interesting bit of info. According to Horace Dediu of Asymco, Apple’s advertising budget is quite a bit smaller than Microsoft and is tiny in comparison to Samsung.
Still, it’s hard to say for sure how much of that goes into smartphones and tablets (we’re sure a lot of it does). Still, Apple is in the market of computers, smartphones and tablets. Microsoft and Samsung do that, but in the case of Microsoft, it’s also a major player in the console market. A lot of that ad budget probably goes into the Xbox brand. Especially now in preparation for the Xbox One. Meanwhile, Samsung also sells a bunch of consumer electronics.
Regardless, it does go to show how the smaller advertising budget and a focus on a few key products can lead to success, too.