FORTUNE -- Asymco's Horace Dediu on Monday used last week's release of Apple's (AAPL) fiscal 2013 advertising budget to update the fever chart at left and to add a new chart on the right, one that compares advertising expenses as percent of sales. He notes that although by that measure Coca Cola (KO) outspends even Samsung, Microsoft's (MSFT) consumer advertising is now on track to overtake Coke.
Apple's ad budget a percent of sales, by contrast, has been shrinking over the past four years.
Dediu's conclusion: "The stronger, more differentiated the product, the less it needs to be propped up by the ad."
The Chinese tech company is one of the biggest companies in the world.
FORTUNE -- As widely expected, China's Lenovo this week emerged as the world's top purveyor of personal computers, according to new reports from two research firms. Both Gartner and IDC say Lenovo's market share in the second quarter of 2013 hit 16.7%. Lenovo unseats longtime No. 1, Hewlett Packard, whose share fell to 16.3%, Gartner says.
Lenovo had another MOREStephanie N. Mehta, Deputy Managing Editor - Jul 11, 2013 7:48 AM ET
Embattled computer manufacturers are making new machines they hope can keep pace with phones and tablets.
FORTUNE -- For PC makers, Charles Darwin's Theory of Evolution holds true now more than ever: adapt to their rapidly-evolving environment or perish.
"The PC industry is like that scene out of Jurassic Park, where the little kid asks the professor, 'What happened to all the dinosaurs?' and he responds, 'We see them everyday: They're MOREJP Mangalindan, Writer - Jun 4, 2013 6:45 AM ET
The world's largest electronics manufacturer does have other clients.
FORTUNE -- If something sounded familiar about Lorraine Luk's headline in Tuesday's Wall Street Journal -- As Apple Feels Bite, Hon Hai Looks to Diversify -- it may be because we've heard that tune a lot lately.
Just in the past three weeks, journalists have attributed to Apple's (AAPL) loss of "steam" everything from Harvard's divestiture of a few hundred Apple shares to the structure of Sharp's survival plan. MOREPhilip Elmer-DeWitt - May 28, 2013 3:45 PM ET
In the last quarter of 2012, Apple had 5% of the global PC market and 45% of the profit.
FORTUNE -- Everybody who follows the computer industry knows that Apple's (AAPL) Mac trails far behind its Microsoft (MSFT) Windows-based competitors -- Hewlett-Packard (HPQ), Dell (DELL), Lenovo and the like -- in terms of worldwide PC shipments.
But who knew what the market looked like in terms of economic value?
Leave it to Asymco MOREPhilip Elmer-DeWitt - Apr 16, 2013 2:53 PM ET
Lenovo is the single PC manufacturer that is doing well. And even that company's worldwide sales are flat.
FORTUNE -- Let's say the definition of "PC" is the same one we applied five years ago, before tablets. By that definition, the market seems to be collapsing.
Shipments of PCs in the first quarter fell by 13.9% from the same quarter in 2012. The forecast decline had been 7.7%, according to International Data MOREDan Mitchell, contributor - Apr 11, 2013 2:44 PM ET
Also: Why Google can Keep it to itself.
YouTube reaches 1 billion unique monthly users, almost 15% of planet Earth [THE NEXT WEB]
Google says that the video site reaches almost one out of every two people on the Internet. Its monthly viewership would make it the planet's third-largest country, behind China and India.
These feats are all the more interesting considering that Google was criticized for over-paying for the site when it bought MOREJP Mangalindan, Writer - Mar 21, 2013 2:00 PM ET
Revisiting Dell's famous prescription for Apple, 15 years later
"What would I do? I'd shut it down and give the money back to the shareholders" -- Michael Dell, Oct. 6, 1997, when asked what he would do if he ran Apple.
On Tuesday, Dell entered into an agreement with Silver Lake to acquire Dell (DELL), the company he founded in 1984, for $24.4 billion.
Apple (AAPL), despite the drubbing its share price has taken, MOREPhilip Elmer-DeWitt - Feb 5, 2013 10:46 AM ET
Why can't the two leading PC market tracking firms get their acts together?
FORTUNE -- In separate reports on the state of the worldwide personal computer market issued Wednesday, Gartner and IDC agreed about one thing: The quarter that ended in June was a miserable one for traditional PC vendors.
Gartner called the market "flat." IDC's term was "stalled." Both reported a decline in global shipments of 0.1%. Both attributed it to MOREPhilip Elmer-DeWitt - Jul 11, 2012 7:00 PM ET
Over the past two decades, investing earnings in buybacks or future growth has trumped the stodgy old dividend and nowhere more so than in the tech industry. That is changing.
By Kevin Kelleher, contributor
FORTUNE -- As long as there have been dividends, there have been arguments between shareholders and company managers over whether to pay them. The strongest argument against paying dividends was profit growth: If a company can reinvest MOREJun 29, 2012 6:44 AM ET
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