Apple ranked first on Forbes’ 2023 list of the world’s most valuable brands.
Forbes valued Apple’s brand at about $880.5 billion in its 2023 brand ranking, placing it ahead of Microsoft, Google and Amazon. The ranking focused on brand value, an estimate of the financial contribution made by the brand itself rather than the total value of the company.
Apple’s brand strength is linked to its ecosystem of hardware, software and services. The iPhone is its best-known product, but the company also sells Mac computers, iPad tablets, Apple Watch devices and subscription services.
Brand value should not be confused with market capitalization. Apple’s stock-market value includes the whole business, while a brand valuation isolates the effect of customer recognition, loyalty and pricing power. Forbes’ methodology therefore produces a different ranking from its lists of the largest public companies.