For the fourth year in a row, Apple has been named the most valuable global brand, according to the 2025 edition of Kantar’s BrandZ report. The company’s brand is now valued at $1.29 trillion — a year-over-year increase of 28%.
Kantar’s latest BrandZ Global Top 100 ranking shows Apple in the top position, marking a continued upward trend for the company. Kantar’s valuation methodology considers financial performance as well as brand perception, and includes insights from over 4.5 million consumers across 522 categories in 54 markets.
The report shows Apple’s dominance is due to sustained consumer trust, premium positioning, and successful diversification across hardware, software, and services. Apple’s brand value now equals approximately 12% of the total value of the BrandZ Global Top 100, which is currently $10.7 trillion.
The report also identifies Apple as topping two of the fastest-growing categories in the ranking: consumer technology (which grew 46%) and luxury (with a 45% growth). Sustained demand for high-end devices like the iPhone Pro models and the Apple Watch Ultra is responsible for Apple’s dual-category positioning.
Other major technology firms filling out the top 5 are No.2 Google ($944.1 billion), Microsoft (No. 3, $884.8 billion), No.4 Amazon ($866.1 billion), and Nvidia (No. 5, $509.4 billion).
