Apple reclaims position as world’s most valuable brand

Apple has overtaken Amazon and Google to reclaim the title of the world’s most valuable brand for the first time since 2016, according to the latest report by Brand Finance – the world’s leading brand valuation consultancy.

According to Brand Finance, Apple has the success of its diversification strategy to thank for an impressive 87% brand value increase to US$263.4 billion and its position at the top of the Brand Finance US 500 2021 ranking.

Apple Park, Cupertino, California
Apple Park, Cupertino, California

Brand Finance:

The diversification policy has seen the brand expand into digital and subscription services, including the App Store, iCloud, Apple Podcasts, Apple Music, Apple TV, and Apple Arcade. On New Year’s Day alone, App Store customers spent US$540 million on digital goods and services.

In the past 12 months, the role and practices of Tech brands have been put even more in the spotlight – and a positive reputation cannot be taken for granted, even if a brand is providing shiny products, brilliant apps and a cool image. In this context, Apple continues to win the hearts and minds of American consumers, ranking joint-second among Tech brands for Reputation. This compares to a 6th place ranking 12 months ago. While there is a degree of reassessment in the US about Tech brands, Apple’s reputation remains solid. — Laurence Newell, Managing Director Brand Finance USA

Apple’s transformation and ability to reinvent itself time and time again is setting it apart from other hardware makers and has contributed to the brand becoming the first US company to reach a US$2 trillion market cap in August 2020.

Despite relinquishing its position at the top, second-ranked Amazon has still managed to record a healthy 15% brand value growth to US$254.2 billion. Also bucked by Apple, Google sits in third spot following a marginal 1% uplift in brand value to US$191.2 billion. Slightly behind its peers in terms of diversification, Google recorded its first ever revenue decline as a result of the pandemic. The vast majority of the brand’s revenue comes from advertising, which took a hit over the last year as marketing budgets tightened.

MacDailyNews Take: Iit’s certainly nice to see Apple reclaim its rightful position as world’s most valuable brand!

Find out more in the full report here. See also Brand Finance’s “Global 500 2021” report here.


  1. i’m happy for aapl. i’m happy for the success and proud of the innovation of these American companies and, at the same time, sad for the world that the three immensely formidable companies mentioned in this article as well as some other powerful American companies were recently, so willing to do their part to restrain, even to gag millions of American’s right to free speech through the influence of powerful media and wealthy donors, as well as their tacit approval of intimidation through various means, doxing, withholding donations, withholding sponsorship, threats to employment and to family and to private business, shadow banning, locking accounts or retweets, turning off parler from amazon servers, removing the parler app for download, etc., etc.
    it’s a great time to be alive and witness the plethora of advancement in the sciences and technology, machine learning, programming architecture, space travel, etc. and sad that a company as significant as twitter would take the time for someone as insignificant as me, to lock my account for posting a link to an article that discussed factually and dispasstionately the potential for fraud in our election and to go on, then, to lock someone as principal as potus. sad they would not champion the very constitution and bill of rights that made their success possible.
    i’m happy for aapl’s success but disappointed how willling their ceo has been to stand on the company’s highest point to wave the woke flag while his silicon valley comrades accuse me, neighbors and friends of sedition for wanting a fair election, honesty in government and for railing against their constant attempts to divide and marginalize us by religion, race, sex, orientation, gender, guns, immigration, on and on, as though they’re managing animals on a farm.
    i’m happy for aapl. i’m a little sad for people.

    1. I would be interested in your link to the factual and dispassionate article that resulted in your being banned from Twitter. It would give us more information on how to assess the situation.

      1. hahahaha. ‘it would give us more information on how to assess the situation’ NICE try txuser.
        among other points of interest, the article mentioned the dominion hardware and software and according to jack dorsey, es ist verboten

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.