Apple lost considerable ground with consumers in 2026, with its brand intimacy score falling sharply while Samsung treads water. The reasons why are complicated.
Image credit: MBLM
MBLM has released its annual study of brand intimacy, evaluating how attached consumers are to specific companies. This year’s study comprised 425 brands across 23 industries.
2026 marks a first for Apple, though probably not in a way the company would like. For the first time in sixteen years of brand engagement analysis, Apple has fallen below Samsung in the rankings.