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.