iOS 7 teaser (iPhone 5s ad 009)

Despite all of the ‘doomed’ talk, and its share price being down nearly $200 from a year ago, Apple is still the world’s most valuable brand. In fact, according to Forbes Magazine, its brand is worth nearly twice that of its closest competitor.

In its annual ranking of ‘The World’s Most Valuable Brands,’ Forbes lists Apple’s value at $104.3 billion. That’s an increase of 20% from last year, and well above Microsoft and Coca-Cola, which came in second and third respectively…

Here’s the top 10 list (via AppleInsider):

forbes top 10

Note the differences in how much Apple spends in advertising, versus a company like Samsung. Samsung spends an average of $149 million in advertising for every $1 million in brand value. Apple’s ratio is just $10 million to 1 million.

What you don’t see here is that Nokia, which agreed to sell its mobile phone business to Microsoft earlier this year, has fallen to number 72 on Forbes’ list. And BlackBerry, which is struggling to stay afloat right now, didn’t make the top 100.

Companies on Forbes’ 100 most valuable brands list span 15 countries and cross 20 broad industry categories. Brands from U.S.-based companies make up just over half the list and tech brands are the most common with 19 entries.

  • chumawumba

    Why is Microsoft on there?

    • ‘Cause 91% of computer users use Windows/Office…

      • chumawumba

        Profit is not always value

      • K…not sure what your point is.

      • whatsa2

        I think he means
        we appreciate the cosmetic value of apple more
        the the utility value of MS.
        Once smartphone tech is common bland stuff like the rest of tech this will change.
        smartphones are about to become toasters so they will just be another thing you buy, use and replace.

      • Taf Khan

        Value as in what it would cost to buy that brand, apple would cost more, Microsoft plays it’s part, without windows we would be stuck, maybe not on an individual level but as a society! How many businessrely on windows to run.. . Too many, without it we would all be impacted.

      • Pez Tickles

        Sure they would use Mac’s if Windows wasn’t about – and Probably Be more productive at the same time cos they wouldn’t be distracted playing Solitaire !

      • Hyr3m

        This has to be the most uninformed and dumbest comment I have ever read in this blog. (And it’s hard to top Taf Khan and Rowan09 in that regard)

      • Pez Tickles

        Dry your eyes mate – I was only having a laugh !

      • Profit doesn’t matter, its all about the brand

      • Guest

        And where on the list do you see a non-profitable brand? Idiot…

      • Please quit supporting Apple with dingbat logic, if profit didn’t matter, we would see big non-profit brands like United Way, Humanity First, etc on the list. If you read the linked article, you would notice the following:

        “Our first step in valuing the brands was to determine earnings before interest and taxes for each brand”

        In case you failed (or skipped) your economics class, that implies profit.

      • Ted Forbes

        I am a Microsoft user and MS is to high up on this list. If it should be there it should in no way be in second place.

        After all these years MS still sucks, so ‘Valuable Brand” cant mean customer SATISFACTION. I am very satisfy with my Apple product and I am very satisfy with Coco-Cola and my Samsung for most parts and I am sure most people are as well, yet Samsung and Coca-Cola is below MS.

        NO WAY!

      • And I’m an Apple user (freed 4s) and Apple is way too high up on this list. If they should be there, they shouldn’t be in the top 5. Google, Coca-cola, Microsoft, Samsung and Intel should be the top 5.

        After all these years, Apple still lags years behind the competition in terms of functionality and flexibility. My experience with their official software/hardware is beyond frustrating; this review (http://zd net/1eSYtFV) somewhat matches my experience. So, it’s definitely not referring to customer SATISFACTION in the case of Apple. I’m very satisfied with my Microsoft products (Windows Se7en and Surface Pro) and I’m sure most people are as well, yet Google, Coca-cola, Microsoft, Samsung and Intel are below Apple.

        TOTAL BS!

      • Ted Forbes

        I don’t disagree with you at all. For the sake of security we are all being short functionality and features in iOS. Apple must quickly find a way to give us both and they need to do it NOW!

    • I never thought they would make the top 10 honestly

      • Nate McKelvie

        I’m quite surprised to see Microsoft in the top 10 as we’ll, but this the most VALUABLE BRAND, not the most profitable company. Windows is on most home computers, even on macs making the brand a household name

    • Shinobi1992

      How is that even a question? Windows, Xbox, tablets, smartphones. They have a stake in every market.

      • Raashid

        What do you expect? Apple is the only brand that exists in their tech life…

      • Shinobi1992

        Are you speaking in terms of competition. Sorry don’t quite understand your comment.

  • Taf Khan

    Apple deserve the No.1 ranking that all other techies desire.

    • 100% agree

      • Vijay Panjwani

        101% agree

    • KalikKazam

      6 dislikes..? Samsung Fans?? haha..

  • Jo

    Because It’s a very valuable brand

  • Hyr3m

    The fact they listed McDonalds as “restaurants” shows how f*cked up their list is.

    Also, Cody, please include the columns’ labels so we know what we’re looking at…

    Finally, putting things in perspective might have been a good idea. Samsung, unlike Apple, doesn’t just make computers, toys and music players… which does explain the amount of advertising they do.

    • Pez Tickles

      It seems you don’t have a sense of humour or know the true definition of a restaurant – lol….. “A Restaurant is a business establishment which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services”!

  • Yunik

    your the best apple. keep it on

  • Ted Forbes

    Yeah, why is Microsoft there?