Charisma is hard to judge, but apparently Apple doesn’t have it. Or at least it’s less charismatic than many rivals, including Amazon and Google.

“Compelling attractiveness or charm that can inspire devotion in others,” is how the Oxford dictionary defines charisma. Since Apple is known for generating a legion of fans — a cult, if you will — one would expect it to sit at the top of a new survey judging the charisma of various brands. Instead, the iPhone-maker ranked eighth.

Apple’s devices don’t end up in the rubbish bin very often. In fact, an analyst determined that about 64 percent of iPhones, iPads, Macs and Apple Watches ever sold remain in active use.

This might be the most accurate way of measuring just how satisfied people are with Apple’s products. Far better than customer surveys!