For comparison's sake, Apple's ad budget in 2012 was $1 billion [0], so they just purchased almost 60% of their own advertisement budget in just sapphire. [0]

For comparison's sake, Apple's ad budget in 2012 was $1 billion [0], so they just purchased almost 60% of their own advertisement budget in just sapphire. [0] http://www.sec.gov/Archives/edgar/data/320193/000119312512444068/d411355d10k.htm http://www.sec.gov/Archives/edgar/data/320193/00011931251244... ("Advertising costs are expensed as incurred. Advertising expense was $1.0 billion, $933 million and $691 million for 2012, 2011 and 2010, respectively.")