According to the US technology news website AppleInsider, the American brand research institute 'Brand Finance' recently announced the most valuable 500 brands in the United States in 2018.
Amazon's brand value has climbed 42% this year, reaching $150.8 billion, ranking first in the US.
Apple's brand value climbed 37% to $146.3 billion, ranking second. Another technology company, Google's brand value, rose only 10% to $120.9 billion, ranking third.
It should be pointed out that the methods used by different agencies to calculate brand value are different and there are differences in company rankings. The above agencies stated that their assessment methods for companies are in line with industry standards such as ISO 10668, 20671. There are also many types of branding calculations. factor.
It is reported that in this brand value report, Apple has been ranked first from 2012 to 2016, but in 2017 lost the throne position, Google became the first.
Ranked fourth in the brand list is the American telecommunications giant AT & T, ranked fifth is the social networking giant Facebook.
According to reports, in a number of recent ranking reports, Apple reported adverse news. For example, in the Fortune Global 500 rankings, Apple's ranking dropped to fourth place.
In addition, in the survey of Glassdoor, the most respected CEO of the workplace, Apple's rankings of Cooks plummeted by nearly 50, dropping from 53 to 96, and bottoming out in the top 100 rankings.
Today's Apple continues to grow in terms of financial indicators, stock market value, and other indicators. However, there is no doubt that Apple's innovation capability, industry influence is clearly falling.
Ten years after the iPhone's birth, Apple has no longer been able to launch major products that redefine new markets. In the past three to four years, Apple has introduced new products that are either mimicking rivals or being latecomers to mature markets (such as online Music Market, Mobile Payment Market).
In many new areas of technology hotspots today, Apple lags far behind competitors, such as autonomous driving, artificial intelligence, voice assistants. The backwardness of various technologies has also hit the sales of some hardware products of Apple. The most typical representative is imitation. Amazon's smart speaker.
Recently, Apple's stock market value has risen again and is approaching the one trillion dollar mark. However, the driving force behind Apple's stock price rise is not from product innovation, but to transfer more than 200 billion US dollars of overseas cash back to the US. To shareholders.
The above-mentioned Amazon company, under the leadership of Bezos, has become an innovative engine. Amazon has gained a dominant position in the emerging cloud computing field, and Amazon is also entering various new fields, such as music services, video services, etc., Amazon also acquired the US total food. Supermarkets bring a convergence and innovation opportunity to traditional retail.