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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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Apple
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.

Facebook
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

Huawei Involved in Stealing Apple Trade Secrets

Huawei also reportedly copied a component of the MacBook Pro. The company built a connector for its MateBook Pro that was just like the one used in Apple’s MacBook Pro from 2016

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Huawei, China, Canada
A man lights a cigarette outside a Huawei retail shop in Beijing. VOA

Chinese tech giant Huawei has been involved in “a pattern of dubious tactics” to steal technology from its rivals, particularly Apple’s China-based suppliers, The Information has claimed.

While the theft of trade secrets is nothing new among technology firms, the new allegations against Huawei represent “a more brazen and elaborate system of seeking out secret information”, said the report on Monday.

According to the report, a Huawei engineer in charge of the smartwatch project tracked down a supplier that makes the heart rate sensor for Apple Watch that has approval from the US Food and Drug Administration (FDA).

The engineer arranged a meeting and questioned the supplier about the Apple Watch.

“The Huawei engineer attended the supplier meeting with four Huawei researchers in tow. The Huawei team spent the time pressing the supplier for details about the Apple Watch.

Apple, Campus, China
A customer is entering the Apple store in Fairfax, Virginia. VOA

“They were trying their luck, but we wouldn’t tell them anything,” the supplier was quoted as saying.

According to the US Justice Department, Huawei is said to have a formal programme that rewards employees for stealing information, including bonuses that increase based on the confidential value of the information gathered.

The Department has filed a host of criminal charges, including bank fraud, obstruction of justice and theft of technology against Huawei and its detained Chief Financial Officer Meng Wanzhou. Both Huawei and Meng have denied the allegations.

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A Huawei spokesperson replied to the report, saying that “In conducting research and development, Huawei employees must search and use publicly available information and respect third-party intellectual property per our business-conduct guidelines”.

Huawei also reportedly copied a component of the MacBook Pro. The company built a connector for its MateBook Pro that was just like the one used in Apple’s MacBook Pro from 2016. (IANS)