They are vastly increasing it since 2013 due to Samsungs huge rise in popularity, and its peanuts compared to what other companies do.
Thing is, apple can launch a product with just an announcement and a reveal, and social media and users will do the rest.
Same with ferrari. No need for big ad spending like ze germans. They just reveal a new car at a motorshow, and the rest happens on its own. They also sell a shitton of merchandising