Apple has been named the world’s most valuable brand in Kantar’s 2025 BrandZ report, with a brand valuation of $1.29 trillion. This marks a 28% increase from the previous year and makes Apple the first brand to cross the $1 trillion threshold in the ranking.
While the report highlights Apple’s consistency and market presence, some argue the brand’s value is also propped up by a strong legacy and tightly controlled ecosystem rather than major innovation in recent product cycles.
Trailing Apple are Google and Microsoft, with brand values of $944.1 billion and $884.8 billion respectively. Amazon remains in the top five, while Nvidia has made a striking entrance into this group following a surge in relevance due to its key role in AI and graphics processing. Nvidia’s brand value more than doubled year-on-year, pointing to how investor and consumer attention around AI is reshaping brand equity across the tech landscape.
The report also spotlights rising and returning brands. OpenAI’s ChatGPT made its debut at number 60, a reflection of the increasing visibility and use of generative AI tools in both business and consumer markets. Other fast risers include Huawei, Xiaomi, and Instagram, each of which posted over 100% growth in brand value. Telecom brand Airtel was identified as the fastest-growing in its category, suggesting shifting dynamics in emerging markets.
Kantar’s BrandZ report evaluates brand value by blending financial performance with consumer perception. While the inclusion of consumer sentiment helps give a more complete picture, critics have noted that brand rankings can often favour companies with high visibility and marketing spend, potentially overlooking brands that are innovating without as much fanfare.
Apple’s top position may be seen as a result of sustained customer loyalty, global distribution, and a polished product ecosystem, but it also raises questions about how brand strength is measured in a rapidly evolving tech environment. With competition intensifying, particularly in AI and hardware innovation, some believe Apple will need to demonstrate more than brand power to maintain its lead in future rankings.
