Apple is once again at the top of the global brand landscape. In Kantar's new BrandZ Most Valuable Global Brands Report 2025, the company ranks first for the fourth year in a row. With a brand value of $1.3 trillion, Apple leaves all other brands behind – and continues to expand its lead. The report provides interesting figures and insights, not only about Apple but also about the trends currently transforming the brand landscape.
Kantar's BrandZ report combines two key components: hard financial data and consumer perception. This methodology sets Kantar apart from many other rankings. It's not just about market capitalization or revenue, but what a brand means to people. How relevant is it? How different is it from others? How memorable is it? The 2025 report marks the 20th year of this analysis. And it comes at a time of rapid economic uncertainty, technological disruption, and consumer behavior. Nevertheless, the 100 most valuable brands together reached a new high: $10.7 trillion. That's a 29 percent increase over the previous year.
Apple at the top: The facts
Apple once again takes first place in the ranking. Its brand value is $1.3 trillion – an increase of 28 percent compared to 2024. Apple alone accounts for over 12 percent of the total value of all top 100 brands. According to Kantar, Apple meets the three key criteria for strong brand value:
- Significance: Apple plays a big role in many people's everyday lives, both emotionally and functionally.
- Distinctiveness: The brand clearly stands out from the competition, be it through design, product strategy or brand experience.
- Conspicuousness: Apple has a strong public presence, whether through marketing, innovations or product launches.
According to Kantar, this combination contributes significantly to Apple maintaining its market position even under difficult economic conditions.
AI as a growth driver – but Apple remains ahead
This year's report places a clear focus on artificial intelligence. Companies that are particularly strong in the field of AI are showing some enormous growth. NVIDIA, for example, rises to fifth place – with a brand value increase of 152 percent, the highest increase of all listed companies. OpenAI also makes it into the ranking with ChatGPT – directly at number 60, with a brand value of $43.5 billion. According to Kantar, AI is changing the way companies develop products, conduct marketing, and manage creative processes. Coca-Cola, Reckitt, and PepsiCo are particularly highlighted in this context. They use AI, among other things, to adapt campaigns locally or even develop new snack recipes. Despite this AI boom, Apple remains number one. The company continues to benefit from its strong customer loyalty, global brand presence, and innovative strength.
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Brand value alone is not enough – Apple delivers more
According to Kantar, Cupertino is not only economically successful but also meets all the criteria that make a brand strong and resilient. The increase to $1.3 trillion in brand value demonstrates that trust in Apple remains unbroken. Even in a year full of technological innovations and AI breakthroughs, Apple remains at the top – proving once again that brand strength is more than just technology. It's about relevance, recognizability, and consistency. And this is precisely where Apple sets the standard. If you're interested in the full analysis, you can read the full Kantar BrandZ 2025 Report directly on Kantar's website . The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / SnapASkyline)
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