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Apple is back on top.

The tech company recently usurped Amazon for the title of World’s Most Valuable Brand, a position it has held before hasn't in several years. During the height of the pandemic, Amazon benefited from the surge in online shopping and held the top spot, but as the world having returned to some semblance of normal, Apple has leapfrogged the world’s biggest online retailer.

Apple now sits just below a value of $1 Trillion, increasing 55% since 2021, whereas Amazon's growth slowed and showed a mere 3% change from 2021 to 2022.

Apple’s return as the most valuable brand in the world speaks to the company’s strong brand affinity. Even during a period of rising living costs where many are looking for ways to reduce spending, the continued success of a luxury tech company is noteworthy.

Although a significant portion of its revenue comes from the iPhone and its other tech offerings, the diversification of its business model only helps to build its success. Recently Apple has expanded its streaming platform, Apple TV+, and secured the rights to stream Major League Soccer for the next decade and are rumored to be working on launching a search engine.  

It seems that whatever Apple touches turns to gold. The company seems incapable of failure and a significant reason for that is its intense consumer loyalty. In fact, Apple users are the most loyal smartphone users with over 90% of users choosing to stick with the iPhone after owning one. The brands overall loyalty, hit a record high of 92% in 2021 while one of its main competitors, Samsung, experienced a drop to 74%.   

Apple generates brand loyalty by creating a solid product of course, but also through its marketing. The company focuses on customer experience and ensuring it is straightforward, rewarding, and beneficial, by emphasizing how the product will benefit the customer rather than simply focusing on the features. Even the unboxing process is designed to be pleasing, evidence of the brand’s attention to detail.

The end result is an elevated experience that inspires loyalty and advocacy.  

Brand loyalty has never been more important than it is now. Consumers today have more choice than ever before and even a cult-status company like Apple must continuously work on demonstrating its value to consumers. Further, as a company selling luxury technology, the bar is set even higher. Having strong brand affinity is imperative to continued success in a world where we are bombarded with choices, and Apple knows that.