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For the first time in five years, Amazon has had to take a step back from its spot as the world’s most valuable brand.

Apple is eating Amazon’s lunch.

The value of the technology giant has risen to new heights over the course of the last year, securing it the number one spot on the Brand Finance Global 500 2021 Index.

The jump comes down to Apple’s future-thinking and consumer-centric approach to everything that it does, from developing tech and content that elevates user experience, to digital and subscription services covering everything from skills development to personal fitness and Apple TV.

The fact that the company is starting the new year with its first-ever $100 billion revenue quarter says it all, really

Here’s The Financial Times:

On Wednesday the $2.38tn tech giant is expected to post $102.6bn in its fourth-quarter earnings, a jump from $91.8bn a year ago, according to Visible Alpha.

Net profit is projected to climb by 6.3 per cent to $23.6bn — the biggest quarterly profit ever for a private-sector corporation.

Apple’s profit margins are projected at around 23%, roughly five times that of Walmart and Amazon.

In the latest quarter, the company is anticipating revenue from Macs, services, wearables, and iPads to grow by double digits, in part because of the demand for Apple products as consumers upgrade their home offices during the pandemic.

If growth continues like this, I think that anticipation is justified:

Image: D.A. Davidson/FT

With Apple’s top of the line high-quality products, it’s not surprising that the company has gone from strength to strength over the course of a year where technology is more important than ever.

During hard lockdowns and for those who can’t leave the house, even with relaxed restrictions, iPhones, MacBooks and other devices are how we learn new skills, work, and stay in touch with colleagues, meet with friends and family, and binge-watch series.

If you’re keen to get your hands on a new iPhone, MacBook, Apple Watch, iPad – or any Apple product, really – you’ll find what you’re looking for at Digicape, South Africa’s largest independent Apple retailer.

A reminder that if you trade in your old iPhone 11, you can snap up a sizeable discount on your new iPhone 12.

You can also score major savings by trading in your older Apple goodies (up to five iPhone, iPad, Mac, Apple Watch, or Apple TV products) for store credit.

Onwards and upwards for the world’s most valuable brand, so you may as well join in the fun.

[source:financialtimes]