‘Never been its creativity, it’s that discipline around consistency’: Why Apple remains a dominant brand

For this year’s FutureBrand Index — the tenth look at the brand perception of the PwC top 100 companies — the survey took a look back at the results from its 2014 index to see how the landscape has changed.

And despite what FutureBrand Australia chief executive, Rich Curtis describes as “the ongoing rise of brands in China”, the continued success of Apple over the ten-year period is the biggest takeaway from the findings.

As Curtis explained on the most recent Mumbrellacast, although Apple is generally considered to be a design-led company, it’s not through innovation that the tech pioneers have kept in the good graces of the consumer.