Apple: brand value 2006-2019

Apple’s brand value has seen some tumultuous changes throughout the last decade, but in 2019 it stood at an impressive 309.53 billion U.S. dollars. In fact, that year Apple managed to secure the second spot in a ranking of the most valuable brands worldwide, second to Amazon, and ahead of Google and Microsoft.

What is behind Apple’s success?

We’ve all heard about and even seen the crowds at Apple’s product announcements and releases, where customers line up to buy the latest iPhone. Globally, it is in fact the iPhone that drives sales revenue for Apple. The phenomenon of the company’s lasting success is grounded in customer loyalty. Apple managed to create an air of exclusivity and luxury around their products , and customers keep coming back for more. New users are also enticed by the promise of joining an elite club of iPhone, iPad and Mac owners. This trend is visible when looking at the growing market share of iOS smartphone sales. Therefore, the premium pricing is not a deterrent, but in reality, serves as bait and hook. Apple’s annual financial results are a mirror of their growing success, with global revenue reaching nearly 266 billion U.S. dollars in 2018.

Apple's global brand value from 2006 to 2019

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Release date

June 2019



Survey time period

2006 to 2019

Supplementary notes

Figures for the period 2006 to 2018 come from earlier reports.
Figures have been rounded.

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Statistics on "Brand Value"

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