Apple topped Forbes’ 2018 list of the world’s most valuable brands.
Forbes valued Apple’s brand at about $182.8 billion in its 2018 ranking, placing it first among the world’s most valuable brands. The estimate reflected the strength of Apple’s name, customer loyalty and ability to support premium pricing across its products and services.
Apple’s portfolio included the iPhone, iPad, Mac and associated software and services. Forbes’ brand ranking measured brand value, not the company’s total market capitalization or annual revenue.
Google ranked second in the 2018 edition, followed by Microsoft and Amazon. Brand-value rankings can therefore differ from lists of the largest companies by sales or stock-market value. Apple’s first-place position was part of a long period in which it repeatedly led Forbes’ annual brand rankings.