Breaking Apple's five-year record, Google has taken the top spot as the most valuable brand in the world. In the latest Brand Finance Global 500 report, Apple comes in second, followed by Amazon, AT&T, Microsoft, Samsung, Verizon, Walmart, Facebook, and ICBC.
Brand Finance's analysts feel that Apple has "over-exploited the goodwill of its customers" and has "repeatedly disillusioned its advocates with tweaks when material changes were expected." Here the report is talking about the minimal changes introduced on iPhone devices year after year. Furthermore, the report says that "the snaking queues of early adopters have shrunk almost to the point of invisibility," and that "Apple's loss has been Google's gain." Google has been given a brand value of $109.47 billion (roughly Rs. Rs. 7,36,016 crores), compared to Apple's $107.141 billion (roughly Rs. 7,20,294 crores)
"Put simply, Apple has over-exploited the goodwill of its customers, it has failed to generate significant revenues from newer products such as the Apple Watch and cannot demonstrate that genuinely innovative technologies desired by consumers are in the pipeline. Its brand has lost its lustre and must now compete on an increasingly level playing field not just with traditional rival Samsung, but a slew of Chinese brands such as Huawei and OnePlus in the smartphone market, Apple's key source of
profitability," the report reads.
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