Apple: It’s all about the “marketing”

"In fact, as a percentage of revenue, Apple has actually been decreasing its ad spending every year for the past eight, from nearly 5% in 2001 to 1.37% today. That's about half the 3.6% Research in Motion's spends advertising BlackBerries."

http://brainstormtech.blogs.fortune.cnn.com/2009/10/28/apples-2009-ad-budget-half-a-billion/