| Cult of Mac

Apple’s close bond with consumers slips again


Tim Cook and Apple might be moving into San Francisco.
While people still love Apple, the bond isn’t quite as strong as it used to be.
Photo: Apple

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.

People only love five companies more than Apple


most loved brands
Apple gets plenty of love from its customers according to the Netbase report of Most Loved Brands.
Photo: Viktoria Fomchenkova

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.

Apple scores with millennials as ‘most intimate brand’


brand intimacy
Apple takes that bond you have formed with your iPhone very seriously.
Photo: Apple

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.

Those fuzzy feelings you have about Apple are by design


Apple nail art
Trading up iPhones was such a big deal to Lauren WIlkin, she artistically marked her nails for the occasion.
Photo: Lauren Wilkin

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.