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Granted I don't live in the US, but is Apple even spending a lot on marketing the iPhone in later years? I feel like their success is based on social pressure/word of mouth more than bombarding the public with messages. At least where I live, most of the iPhone ads are made by carriers if anything

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Yes they spend tons in Europe, and very cleverly. Every day I go around International school in Geneva, where children of the powerful of this world and future power holders study.

All ad posters around the school are currently Iphone 14. So are some ultra-premium locations within city. Nobody is doing as big ad campaign here as Apple.

And they know it works, peer pressure is pure emotion-based reaction, and teenagers are not yet experienced and smart enough to fight it.

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