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I think that only proves my point more: http://www.businessweek.com/articles/2012-05-10/apple-the-ot...

Is that accurate that they never pay? I thought they refused to discuss it. I didn't mean to suggest that it refuted your point either way though, as I generally agree.

Also, they're spending close to half of what Microsoft is spending, but they have a fraction of the products, and they don't advertise to nearly as many audiences.

Apple contents that it actually doesn't spend money for most of the placements: http://www.washingtonpost.com/wp-dyn/content/article/2006/04...

I suppose you could put a monetary value on the free giveaways or horse trading that gets done though.