Under the leadership of Cook, Apple's innovation capabilities have become weaker, which has also affected the value of Apple's brand. Recently, an institution ranked the top 500 global brands in 2017. The list shows that Apple's brand value has dropped by 30%, ranking second only. Google ranks first.
According to the US financial news website MarketWatch, recently, "Brand France", a professional consulting agency engaged in brand value assessment, launched the 2017 top 500 global brands.
The number one is Google, which has a brand value of $109.5 billion this year, up 24% year-on-year. The last time Google ranked first on the list was in 2011. The agency pointed out that Google's position in the field of web search is unmatched, which has also brought the company rich search advertising revenue.
Apple currently has a brand value of US$107.1 billion, ranking second on the list. Compared with the $145.9 billion last year, Apple's brand value plummeted by 27%.
Brand France said that Apple has over-utilized its goodwill among consumers, but Apple has not been able to earn substantial revenue from new products, including Apple watches, and Apple has not been able to prove that they are developing innovative technologies.
The institution pointed out that Apple's brand has lost its luster and is now facing more intense competition. In addition to traditional rivals such as Samsung Electronics, Apple also wants to compete with Chinese manufacturers including Huawei and OnePlus in the mobile phone market.
Regarding Apple under Cook's leadership, the outside world's consensus is that it lacks innovation capabilities. Taking the new features of commercial tablets and iOS operating systems as an example, Apple is more imitating other competitors. Cook lets Apple enter the field of smart watches for the first time, but Apple watches cannot be compared with Apple phones, tablets and other products in terms of revenue.
Apple will launch a new 10th anniversary version of the phone this year, but the so-called "new highlights" such as OLED screen, large screen-to-body ratio, and wireless charging have been adopted by smartphone competitors in the past, and Apple is just catching up with its competitors.
It is reported that the above-mentioned institutions have taken into account multiple factors when calculating brand value, including "brand strength", potential value of brand licensing, future sales, etc.
It is worth mentioning that in the past, many media believed that in the technology industry, Apple would become the first company with a market value of more than one trillion US dollars, but due to its performance in recent years, the outside world's confidence in Apple has declined, believing that the market value of Google or Microsoft will exceed one trillion US dollars.
The third place in this list is Amazon, the global online retail giant, whose brand value has risen 53% this year, from $69.6 billion to $106.4 billion.
The above-mentioned agency commented that Amazon is still growing rapidly, reshaping the retail market and expanding its own identity.
According to data from Slice Intelligence, another municipal research agency, last year, the total of official retail sales and third-party sellers on the US online retail market had accounted for 46% of the total, which shows how Amazon's influence was.
Among the top 500 brands in the world, US telecom giant AT&T ranked fourth with a brand value of US$87 billion and software giant Microsoft ranked fifth with a brand value of US$76.3 billion.
In addition, on Tuesday, Apple released its fourth natural quarter financial report last year. Data showed that its revenue and smartphone sales ended a decline, achieving a slight increase, but the media still questioned whether the growth could last for multiple quarters.
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