Apple becomes the first $1 trillion global brand, Kantar says

U.S. technology firm Apple, opens new tab has become the first brand to cross $1 trillion in brand value, a 15% jump from last year, a global ranking by Kantar’s BrandZ showed on Wednesday.

The iPhone maker retained its crown as the world’s most valuable brand for the third straight year in 2024, followed by Alphabet’s Google, opens new tab at $753 billion and Microsoft, opens new tab at $713 billion, Kantar said.

Earlier this week, Apple unveiled new AI features, which are expected to rekindle demand for iPhones and reverse a sales decline for its biggest-selling product due to choppy consumer spending and resurgent tech rivals.