Apple 2.0

Covering the business that Steve Jobs built

Chart of the day: Samsung's U.S. ad buy blew past Apple's

March 13, 2013: 12:43 PM ET

And that still leaves most of Samsung's estimated $4 billion ad budget unaccounted for


FORTUNE -- The Wall Street Journal's report Tuesday that Samsung outspent Apple (AAPL) in U.S. smartphone advertising caught some readers by surprise.

The surprise for those who've been followed Horace Dediu's work on Asmyco is that Samsung spent only $401 million promoting its smartphones in the U.S. last year. According to his estimate, that leaves unaccounted for nearly $3.6 billion of Samsung Electronic's total advertising budget for 2012. See Dediu's The cost of selling Galaxies, and in particular the chart below:

Source: Asymco

Source: Asymco

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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