updated 12:40 pm EDT, Tue April 8, 2014
Tries to bounce back from successful Samsung efforts
The gap between Apple and Samsung's US advertising budgets narrowed during 2013, according to new data from Kantar Media. Apple's budget is said to have increased 5 percent year-over-year to $351 million. Samsung, conversely, actually cut its spending by 10 percent, but still ended spending more with a budget of $363 million. Most of Apple's cash is said to have gone toward TV commercials.
During 2012 the gap was $68 million. Apple executives, including marketing head Phil Schiller, are now known to have become upset by the success of Samsung's "Next Big Thing" campaign during that timeframe. In January 2013, Schiller got into an angry exchange with Apple's primary ad firm after bringing up a Wall Street Journal article on the topic. Samsung's ads have regularly targeted Apple, claiming feature superiority over the iPhone, and making fun of the cult-like atmosphere around Apple product launches.