Apple makes history as the first $1 trillion global brand, according to Kantar

Apple has achieved a significant milestone, becoming the world’s first brand to surpass $1 trillion in brand value, marking a 15% increase from the previous year, as reported by Kantar’s BrandZ global ranking released on Wednesday.

Retaining its position as the world’s most valuable brand for the third consecutive year in 2024, Apple leads the pack ahead of Alphabet’s Google, valued at $753 billion, and Microsoft, valued at $713 billion, according to Kantar.

With a market capitalization of $3.18 trillion, Apple closely trails Microsoft at $3.22 trillion, surpassing AI chip leader Nvidia, valued at $2.97 trillion.

McDonald’s maintains its position in the top five, driven by its ongoing innovation efforts, such as the implementation of artificial intelligence (AI) in dynamic menu boards and order prediction. This demonstrates how traditional non-tech brands are embracing AI to spur further growth and enhance customer experience.

Nvidia, riding a wave of AI excitement and heightened chip demand, has made its inaugural appearance on Kantar’s list of the world’s top 10 most valuable brands, nearly tripling its brand value to over $200 billion from the previous year. Ranked sixth, Nvidia’s ascent underscores its pivotal role in major tech innovations, including generative AI, autonomous mobility, and spatial computing, which has earned it the confidence of both retail and institutional investors, according to Kantar.

The consulting firm’s research encompassed over 4.3 million consumer interviews across 532 categories, evaluating 21,000 different brands in 54 markets.