According to the “BrandZ” study, Google is replacing Apple as the most valuable brand – and that’s a good thing as everyone knows that competition is good for business. And if we’re honest, it’s high time that Apple be dethroned: Where are the great innovations since the introduction of the iPad? Apple’s concept for success – reduction down to elementary features, simplification by paternalism – simply no longer adds up. And the arrogance of Apple’s market identity, which may have been justified in the beginning, is not as popular any more.
The older target groups have also learned and do not want to be dogmatically locked into a closed system; that didn’t matter to Apple in the past. iAds – in short, they failed. iRadio – not really. B2B-Appstore – still not available. Larger displays, NFC – so far, they’ve been snoozing.
Google has recently been much more dynamic, and not just when it comes to its Android operating system for smartphones or the Nexus devices: Google has started many smart services and has tried to understand the user in the process. Google Music, Google Movies or Google Now, for example.
All of this – plus its market position in the area of search services and the resulting advertising income – are points contributing to Apple now being overtaken: Resting on their laurels, ignoring customer preferences, missing innovations and an arrogant communication policy toward end users and business partners has lead the market and customers to punish Apple.
The “Beats” purchase will not stop this trend for now – a headphone system can be replaced. Android is spreading quickly and already supports the “wearables” trend. And Microsoft is also increasing the pressure with the slowly but steadily increasing prevalence of Windows Mobile.
The expectations for the iPhone 6 get higher every day – it still remains to be seen whether Apple can meet them in the end.
For us as an agency, this confirms what we’ve been observing for a long time: Google is currently the more dynamic and innovative partner. To put it positively: Apple, it’s finally time to put the pedal back to the metal!