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Apple Computer 

Brand Value: $13,648 Million 

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 Snapshot

Brand Value - Methodology

Books: Eric Schlosser writes Fast Food Nation

Events: Foot-and-Mouth; September 11th US rocked by attacks; US launches war on terror

Films: Lord of the Rings; Harry Potter and the Philosopher’s Stone

Music: Destiny’s Child sings “Survivor”

Apple

Although Arthur C Clarke’s: 2001: A Space Odyssey was not being played out in the real world of 2001, the cult book and film had become a source of inspiration for the most significant innovation for years. Apple’s iPod, launched on October 23, 2001, had taken its name from the pod bay doors on the Discovery One spaceship in Kubrick’s film.

The Apple iPod destabilised the very foundations of the music industry by enabling consumers to download thousands of digital files of their favourite tunes and put “1000 songs in your pocket.” Apple focused on the small size, power, design and ease-of-use of its new digital music device. Once more, Apple had proved that a focus on design and innovation was a winning combination.

Crucially, the iPod was paired with an online music organisation tool and store called iTunes making it easier for consumers to download their favourite tunes. By the end of 2001, iPod had sold 125,000 iPods.

An entire ecosystem has emerged around the music player, quickly helping Apple to dominate the market. From car charger to docking stations and speakers, alarm clocks, there are even prams and belts with docking stations.

It may have caused less excitement among consumers, but Microsoft launched a significant new product with the launch of Windows XP, a new operating system for PCs. Meanwhile, Peparami’s animal was winning advertising awards.

2001 was also the year the bubble burst for the booming internet industry with the dotcom crash. As web start-ups like Boo.com crashed and burned, the ones with stamina and cash reserves battled on.

 What do you think?

To celebrate our 50th Anniversary we have already chosen 50 Golden Brands from 1959 to 2008, but now we want you to help us choose the Golden Brand of 2009 which will be awarded at our 50th Anniversary Gala Dinner on November 16 at the Battersea Evolution.

Which brand do you think is worthy of our Golden Brand of 2009?

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 Latest comments

since when i learn to design in com

starting from 1994.....still i am with apple, with LCI......g4....i book...imac....mac mini....ipod...touch...and iphone...what to more within my short span of life...cause i am 50...still love and work with you apple....till my head is working with

Posted by yusuf hassan on 11/20/2009 | 5:47 AM

Marketing Manager

Apple continues to be innovative and appeals to all ages.

Posted by Ann Harrison on 10/22/2009 | 2:36 PM

Mr

Since first using Apple in 1989 I have never had a breakdown or needed to call a technican. This is in total contrast to my wife who has had a succession of Windows machines that are always with software .problems-which I then have to try and solve.

Posted by Hugo Webber on 10/18/2009 | 11:16 PM

The Bite Sized Apple

Without a doubt the Apple brand has come a long way since its first offering, the Apple Macintosh in '83.

The Apple iPod was and is way out in front of the competition in what it provides for music lovers worldwide.

The Applevolution continues.

Posted by Pauline MacLean on 10/5/2009 | 8:13 AM

Great products

Shame about the fanbois

Posted by Anthony on 9/22/2009 | 9:31 AM

LT Innovators not solus hitters

Your 50 yr time travelogue has unfortunately led to a brand highspot summary missing for eg Apple has radically innovated over 30 years creating Windows app that MS copied back in the 80's, near collapse and resurgence proving consistent ingenuity

Posted by ian billington on 8/12/2009 | 10:56 AM

Apple innovates

Apple has managed to keep engaging with new customers at the same time as retaining its current customers through anticipating new latent demands and having a very good understanding of their user's needs.

Posted by Giles on 6/30/2009 | 3:19 PM

Emotion and premium pricing

Hear the emotion in an Apple fan's voice - whether about their iPod or MacBook - and understand why they are willing to pay more.

Posted by Jane Lucken on 6/25/2009 | 2:25 PM

Best brand

The benchmark for every re-branding exercise since 2001. Love them or hate them, every brand wishes they could be them.

Posted by Pieter Rossouw on 3/6/2009 | 12:59 PM

Isn't Apple supposed to be dead?

Well, all those PC users that have told me every year since 1993 that Apple is on its last legs - you are still wrong. It's a shame you'll keep repeating the phrase for years to come. Apple is still enriching our lives - like it or not Mr PC.

Posted by Dean Johnson on 2/17/2009 | 6:19 PM