Thu | Jul 19, 2018

Tech Times | Google overtakes Apple as the world's most valuable brand

Published:Monday | February 6, 2017 | 12:00 AM

Apple, the most valuable brand in the world for the past five years, has yielded the top spot to Google, according to a new report from Brand Finance.

The iPhone maker's brand value has plummeted 27% to $107 billion since the start of last year, according to Brand Finance's Global 500 2017 report. Google's brand, however, is now worth $109 billion, making it the most lucrative in the world. It is the first time the search giant has topped the list since 2011.

Google's place as the dominant search engine safeguards its stream of advertising revenue, which increased 20% last year. The uptick occurred even though marketers are paying less for each "click'of the keys by those searching online.

Apple, meanwhile, is losing its grip on consumers. The Apple Watch has not been the moneymaker the company had hoped for. A company that was once renowned for its innovation is not signaling that it has another unique product coming any time soon. And Apple's list of competitors in the smartphone space is continuing to grow, the report says.

Still, Apple is the second-most valuable global brand, followed by Amazon, AT&T and Microsoft. And this week, Apple showed that its signature iPhone still has the potential to be a profit machine, buoying investors.