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2. Apple
Brand value: $228.5 billion
Percentage change from last year: -8%
Last year’s rank: 1
What happened: Millward Brown said that Apple’s lack of big new products launching this year affected its brand value.
The company did launch the Apple Watch in April, but that hasn’t yet reached mainstream appeal — despite selling more units than its other smartwatch competitors.
But Millward Brown says that Apple’s move to invest in Didi Chuxing in China has shown how “Apple has progressively moved to building an ecosystem served not only by gadgets, but also services.”
Another big service launch was Apple Music, which rolled out last summer.
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