Apple has once again been named the world’s most valuable global brand, marking its fourth consecutive year at the top spot. According to the 2025 edition of Kantar’s BrandZ report, the tech giant’s brand value surged 28% to reach an estimated $1.29 trillion.
This monumental figure not only secures its number one position but also makes Apple the sole brand in the BrandZ Global Top 100 to cross the trillion-dollar valuation threshold.
This latest BrandZ Global Top 100 ranking from Kantar is based on a comprehensive methodology that fuses financial performance data with extensive brand perception insights drawn from millions of consumers across the globe. The report attributes Apple’s sustained dominance to core strengths like unwavering consumer trust, its successful premium market positioning, and effective diversification across hardware, software, and the increasingly important services sector. Together, these factors enable Apple’s brand value to represent approximately 12% of the total $10.7 trillion value of the top 100 brands combined.
Apple’s influence is further highlighted by its significant presence in some of the fastest-growing categories within the ranking. The report identifies the brand as a leader in both consumer technology, which grew 46%, and luxury, which saw a 45% increase. This dual positioning is largely driven by consistent, strong demand for Apple’s high-end devices, such as the latest iPhone 16 Pro models and the Apple Watch Ultra, showcasing its ability to command premium pricing and appeal across different market segments.
Rounding out the top five most valuable global brands are other familiar tech giants. Google secured the second position with a brand value of $944.1 billion, followed by Microsoft at number three with $884.8 billion, Amazon at number four valued at $866.1 billion, and Nvidia entering the top five at $509.4 billion. While Nvidia shows substantial growth, reflecting factors like the AI boom, Kantar’s valuation methodology considers a broader scope, including intangible assets and brand contribution, which explains the significant gap between its value and that of the top three established ecosystem players.
Looking back, Apple’s journey to the top has been remarkable. Ranked 29th in the first Kantar BrandZ Global Top 100 report in 2006, just ahead of the iPhone’s debut, its rise highlights the transformative impact of that device on the consumer technology landscape and brand marketing worldwide. In the years since, Apple successfully built upon its core hardware strength by expanding its ecosystem through software and services, and diversifying its product line into watches and other wearables, a strategy that has cemented its premium appeal and contributed significantly to its unparalleled brand value today.
(via Kantar)
