October 19, 2026
Behind the Most Relevant Numbers
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Author

Nate Ellery

Nate Ellery covers money in the present tense: what is being spent, moved and decided now. He started reading official documents out of curiosity and turned it into his job.

Corporate · Marketing

How Much Does Apple Actually Spend on Marketing?

Apple used to publish what it spent on advertising. Ten years ago it stopped. What its filings show now, and why the answer is smaller than most people think.

$27.6B (selling, general and administrative expenses, fiscal 2025)
Fiscal year ended September 27, 2025

Behind the Most Relevant Numbers

World's biggest numbers. Real context.

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