Apple beats Google to become the world’s most valuable brand

In a recent brand survey by Millward Brown, Apple has taken the top spot from Google as the world’s most valuable brand. The survey revealed the Apple brand to be worth a staggering $153 billion; which was a huge increase on last year’s figures. This resulted in Apple coming out on top and ended Google’s four year reign at the top.

Peter Walshe, global brands director of Millward Brown, says Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers. "Apple is breaking the rules in terms of its pricing model," he told Reuters by telephone. "It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."

Out of the top ten brands revealed in the survey, six were technology and telecoms companies. Google at number two, IBM at number three, Microsoft at number five, AT&T made number seven and China Mobile number nine.

The survey takes the value that the company puts on its own brand in its earnings report as a starting point. This is then combined with the perceptions of over 2 million consumers in the market who are surveyed over a 12 month period. A factor is then applied based on the company’s short-term future growth prospects.

[Millward Brown via Reuters]


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UK editor at iMore, mobile technology lover and air conditioning design engineer.

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Reader comments

Apple beats Google to become the world’s most valuable brand


I dislike articles like this. The comments section just turns into an Apple circle-jerk. Too much fanboyism...
Inb4 "then don't read them"

Now why would that happen on the iPhone blog? Surely it's not a blog about apple products
*smacks head

If you don't think apple is luxury brand your crazy... MS new ad campaign even say buy a pc and go to Hawaii with the savings... I personally have slowly started transitioning into an 100% apple user and my pocket book has certainly paid the price but the quality is defiantly that of a luxury brand

Apple has placed them selves as a luxury brand, both in advertising perception and in actual quality of product. As a recent convert from Windows and Android, I feel Apple is far and above in quality, and initial price.

You get what you pay for! Remember that!
As for the fanboy comment. If you dont want to read things about apple that are positive then what are you? A "hater" maybe? DEFINITELY! And you're in the wrong place dumb @ss

There's a difference between positive Apple comments and fanboy Apple comments. Example:
Positive: Apple is most definitely a company deserving of this ranking. Their brand has become almost unmatched across the world. Kudos.
Fanboy: OMG! Google sucks! Android is definitely going down after this. This just shows that Apple rules everything. They can't be beat. Only reason companies are even close to their value is cause they copy everything Apple makes. Gosh. Google shouldn't even be on there. Apple rules forever!

You get what you pay for! Remember that!
As for the fanboy comment. If you dont want to read things about apple that are positive then what are you? A "hater" maybe? DEFINITELY! And you're in the wrong place dumb @ss! Of course there'll be articles like this! You're on a site that's dedicated to Apple products! Do you go on CNN and tell them that there's too much news on their site? Do you go to Nike's site and tell them that they love shoes too much?! FOH!!!

But... But... But.... How can this be? Weren't we just reading that iOS was "dead in the water" and that they were losing market share to Android? Go figure....

Who stated that iOS was dead in the water because of market share rising?
Last I checked, iOS market share was either stagnant or slowly rising...which both are good. For a company to be at the same percentage while the market as a whole grows means that it did gain, but not at a rate high enough for it to show percentage gain.
So whoever you're listening to or reading about iOS being "dead in the water," maybe you should try not paying attention to them. Or better yet...teach them something about percentages and statistics.

This is just wonderful in my eyes. Apple deserves this. They've come a long way within a decade to reestablish their name and brand again. Maybe one day Apple will become a verb just like Google...although I don't know in what manner, lmao.
Maybe we'll call all tech companies Apple just like all MP3 players are basically called iPods by the non tech savvy people.

I also think is very important to note how different these companies are. Apple and Google are both doing very well financially and I expect this to continue.

I couldn't agree more. That's why I tire of hearing all speculations and rants of how one has to bow out before the other can succeed.
They are such polar opposites that it's not even a competition between the two. Just because they have similar products, it doesn't mean that they are each other's main competition.
I have always felt that Android is mainly competing with Symbian and WinMo (which is has obviously won). Apple is competing with BB and WebOS. Google wants eyes and clicks. Apple wants minds and dollars. Both are top at what they want and achieving it. So more power to Apple and Google and best wishes to success in all they dive into.

The biggest surprise to me is Google occupied top position last years. I am Android all my heart (free to watch porn :D), but as brand value I always thought Apple is much higher than Google.
Way to go Apple.