So today I have seen adverts for FIFA, PS4, Xbox One and Apple

All clear flops having dire issues

Oh and an adverts for GTA V showed up earlier, desperate times at R* after their internal predictions showed them selling far more than 30m copies

I kinda see what your saying. Basically they are admitted by spending m8llions to advertise the product doesn't sell itself. Which most products don't.

in 90% of the cases it's exactly the opposite but well...

All ads? I see ads from Nintendo, MS and Sony all over the place. So I guess the gaming industry is in trouble.

Are you blind or just not noticing these ads???  Samsung spent an estimated $14 billion in 2013 on marketing (however, marketing is more than just ads, and Samsung's is believed to include a significant amount of retailer kickbacks).  This is much more than Coca Cola, a company that lives and breathes by marketing.

The question of whether iPhone is losing marketshare is more subtle than you give it credit for.  More to the point, the ads are heaviest when the product is recently refreshed, and this is also when sales are strongest (in the early years when iPhone was US-centric, there was a similar confluence during the holiday season).  Do you really think the smartphone market supports your thesis?

No

I actually thought you were serious until I saw "GTA V" in your post

No...just no.