Apple dramatically increased its global advertising spend by 50% to a record $1.8 billion this year, according to its annual report.
The $600 million increase, for the year ending Sept. 26, was six times larger than the $100 million rise seen a year earlier.
The iPhone manufacturer spent $1.2 billion in the year to September 2014 and $1.1 billion in the 12 months before that.
Apple’s ad spend has tripled since 2010 when it was $691 million, rising to $933 million in 2011 and $1 billion in 2012.
In its annual report, Apple, the world’s biggest company, said it believes "ongoing investment" in "marketing and advertising is critical to the development and sale of innovative products and technologies."
The company reported record profits of $53.4 billion on turnover of $233.7 billion, thanks to the iPhone6 and iPhone6s sales. Advertising still represents less than 1% of turnover.
Apple more than doubled the amount of foreign corporation tax it paid to $3 billion, but it still pays a very low rate of tax outside of the US.
Non-US operations generated 60% of turnover, or about $139 billion, yet only 15% of the company’s tax bill.
Apple has come under fire for its low corporation tax bill outside the United States, and the European Commission is investigating whether the company’s use of Ireland as a low-tax haven constitutes state aid — a claim that Apple strongly rejects.
The tech giant uses TBWA\Media Arts Lab for its global creative work and OMD for its global media planning and buying.
This article first appeared on campaignlive.co.uk.