Consumers once shared an unusually strong bond with Apple. But that reportedly started to slip last year, a trend that continues in 2020. A report released Wednesday on the emotional bonds consumers form with brands puts the iPhone maker in third place overall.

Still, Apple came in at the top of the technology & telecommunications industry, beating Samsung and Google.

Apple and its fans still share a strong bond. But has the iPhone maker lost some of its touch?

Apple, named the top company for brand intimacy three years in a row, fell to second place to another brand known for tugging at the heartstrings of consumers, Disney.

Apple placed sixth on the NetBase report of Most Loved Brands of 2018 while the five that scored higher wouldn’t get so much love without Apple devices.

In NetBase’s fourth-annual survey, Instagram was No. 1, followed by YouTube, Facebook, Amazon, and Google. The four brands rounding out the top 10 were Disney at No. 7, followed by Snapchat, Spotify, and Netflix.

In just 24 hours, Apple went from being ho-hum in charisma to number one in brand intimacy.

What sounds like fickle middle school popularity are actual rankings based on research, data and scientific surveys of, well, fickle people.

Apple ended its workweek ranked first for brand intimacy among millennials, according to a report MBLM, a marketing firm that specializes in helping brands form said connection. Apple as a brand must have worked hard on itself over the last year because it beat out Netflix, which was tops among millennials last year.

Apple co-founder Steve Jobs’ uncompromising demands and brutal assessments of products in development paint a picture of a CEO who cared little about his colleagues’ feelings.

That’s because he was obsessed with yours.

A report published this week points to this and shows what is arguably the most brilliant and enduring part of his legacy.