“Apple continued to climb in trading today, closing at $545.96 and reaching a market cap of $491.22 billion as its chief rival Samsung plans for ‘Crisis Awareness’ meeting involving 600 management staff members,” Daniel Eran Dilger reports for AppleInsider.

“According to a report by ZDNet Korea, ‘the main topic of the upcoming meeting is ‘Crisis Awareness.’ As many people are foretelling that downfall of Samsung is coming, they are trying their best to prevent such crisis from happening,'” Dilger reports. “Part of Samsung’s plans for keeping pace with Apple have been an ‘aggressive marketing and promotion splurge,’ as noted in a report by Reuters. Samsung is expected to spend $14 billion on ads and promotion this year, more than Google spent to acquire Motorola Mobility. That heavy spending “doesn’t always bring the desired result,” however, as ‘blatant product placement’ in TV shows and film events have turned off audiences while having little impact on tarnishing Apple’s image.”

Read more in the full article here.

MacDailyNews Take: The tide has turned.

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