Apple has spent over $1 billion on advertising for the iPhone and iPad

"Are Apple products truly superior to the competition? Or are they just marketed a lot better? Either way, there’s no denying that Apple can build hype around a product like no other tech company on the planet, but all that superb marketing ain’t cheap.
Testifying during the Apple vs Samsung trial today, Phil Schiller revealed that Apple has spent over $1 billion marketing the iPad and iPhone since their respective launches.
Covering the trial in-person for Wired, Christina Bonnington tweeted -
Apple has spent over $647M for iPhone advertising expenditures since its launch. $457M for iPad.
All Things D breaks down the spending by fiscal year to give a better picture of how Apple’s marketing has ramped up each year:
In fiscal 2008, the company spent $97.5 million on iPhone ads in the U.S. alone. That figure climbed to $149.6 million in 2009 and reached $173.3 million for all of fiscal 2010. On the iPad, the company spent $173.3 million in 2010."

Source:  Cult of Mac, 3rd August 2012