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Apple Becomes The Top Brand in The World

When it comes to Apple, it has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR

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Top apps using Siri Shortcuts to make daily tasks easier: Apple. Pixabay

Apple displaced Google to become the top brand in the world in 2018 while Facebook, mired in data breach controversies, fell to ninth place in the top 100 brands globally, an annual report said on Thursday.

According to global brand consultancy Interbrand’s “Best 100 Global Brands 2018” report, Amazon achieved a 56 per cent growth to become the third top brand globally.

According to the ranking, Apple’s brand value grew 16 per cent (year-on-year) to $214.5 billion. It went on to become the first company in the US to hit the $1 trillion market cap.

“In second place, Google was up 10 per cent to $155.5 billion while Amazon is valued at $100.8 billion,” campaignlive.co.uk reported, citing the report findings.

Microsoft (valued at $92.7 billion) was fourth while Coca Cola (valued at $66.3 billion) came fifth followed by Samsung on sixth spot.

Facebook’s brand value has declined 6 per cent this year in the wake of the Cambridge Analytica data scandal.

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Facebook slips on 9th spot in the list. VOA

“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,” Charles Trevail, Global Chief Executive of Interbrand, was quoted as saying.

Spotify and Subaru made it to the global top 100 brand list for the first time.

Elon Musk’s Tesla made into the top 100 in 2017 but lost the race this time owing to several controversies around the brand and its future.

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When it comes to Apple, it has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR.

“At the same time, it is tapping into the desire for useful apps and services, with sales from its services division growing by 23 per cent to $30 billion in the 2017 fiscal year,” said Mike Rocha, Global Managing Director at Interbrand Economics.

The Interbrand report values a company on the basis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand’s competitive strength and its ability to create loyalty. (IANS)

Next Story

Apple Accused of Fraud for Hiding Dop in iPhone Sales: Report

Apple’s disclosures in January caused its stock price to fall by more than $15 per share, or more than 9 percent

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The Apple logo is shown outside the company's Worldwide Developers Conference in San Francisco, California. VOA

A lawsuit filed in the US has alleged that Apple violated the country’s Securities Exchange Act by hiding a slowdown in the demand for iPhones, especially in China, the media reported.

The City of Roseville employees’ retirement fund filed the suit on Tuesday in Northern California US District Court, The Mercury News published from San Jose reported.

The lawsuit claimed that Apple knew in November its iPhone sales were hit, but refrained from revealing it to investors then, leading to economic loss for investors.

The lawsuit seeks class-action status, to bring in everyone who bought Apple common stock between November 2, 2018 and January 2, 2019, the report said, adding that the plaintiff is seeking a jury trial and unspecified damages.

Apple in November said it had gone into the holiday season with its “strongest lineup of products and services ever,” according to the suit.

But in reality, the US trade war with China was hurting the iPhone sales and Apple and its CEO Tim Cook were aware of it in November, claimed the lawsuit which said that Apple disclosed the “true state” of its first quarter iPhone sales only in January.

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Apple CEO Tim Cook speaks during a data privacy conference at the European Parliament in Brussels. VOA

The suit alleged that Apple and Cook’s “materially false and misleading statements” in November propped up the company’s stock, “which continued to trade at artificially inflated prices”.

But in January, Apple lowered its revenue guidance for fiscal 2019 first quarter, which ended on December 29.

In a letter to investors, Cook said that the company now expects a revenue of approximately $84 billion, down from the $89 to $93 billion it had previously projected.

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Cook acknowledged that the revenue shortfall in its guidance was partly due to China’s trade tensions with the US. The slowdown in the Chinese economy also impacted its revenue, he said.

Apple’s disclosures in January caused its stock price to fall by more than $15 per share, or more than 9 percent, the suit claimed. (IANS)