Yes they spend tons in Europe, and very cleverly. Every day I go around International school in Geneva, where children of the powerful of this world and future power holders study.

All ad posters around the school are currently Iphone 14. So are some ultra-premium locations within city. Nobody is doing as big ad campaign here as Apple.

And they know it works, peer pressure is pure emotion-based reaction, and teenagers are not yet experienced and smart enough to fight it.