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The decline of its stock price, the announcement of mass layoffs, and the impact of the Silicon Valley Bank bankruptcy on the global financial system took a toll on the brand value of the leading tech companies in 2023. However, the outlook was notably different in 2024. Apple continued to top the ranking thanks to its brand value increasing by ** percent compared to 2023. The pattern is clearly repeated in the case of Microsoft, which holds on to the second position after experiencing a ** percent increase.

Innovate or die

Apple delighted its users and followers over the past two years with the launch of up to four models of its flagship product, the iPhone, and it seems the Cupertino company is willing to continue offering the most attractive smartphones and gadgets in the short and medium term. The effort must continue to claw back sales from its closest rival, South Korean Samsung. It is worth noting that Samsung and Apple maintain fierce competition and, since 2019, have frequently exchanged the top spot in terms of smartphone shipment market share.

Will Meta (Facebook) survive?

For years, Facebook has ranked among the top positions in all listings, whether in brand value, revenue, or market capitalization. However, Meta's shift toward the Metaverse has been a failure for the company (at least so far), and many speculate about the disappearance of the F in GAFAM—not precisely due to a name change.