Despite surprisingly good financial results, Apple lost its title as the company with the most valuable brand on the planet. For the first time in recent years, Google's brand has surpassed Apple's, becoming the most valuable brand on the planet, the difference between them being approximately 2 billion dollars at the moment.
In the image below you can see the value of the biggest brands on the planet, according to Brand Finance, and the first 5 places are Google, Apple, Amazon, AT&T and Microsoft. Apple held the first position in this top for no less than 5 years, but now it has been overtaken by Google, something that few expected.
In the top 10 most valuable company brands on the planet, we have only two companies from outside the US, Samsung and ICBC, managing to "sneak" among the Americans. In general, American companies are much better known than those from other countries around the world, so their position in the charts of this kind is as logical as possible.
Now if you ask why Apple lost its place, well everything is based on the following aspects: the excessive exploitation of customers, the small revenues generated by new products and the lack of innovative products.
"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 luster 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."
