Apple falls behind Samsung in brand intimacy for the first time in 16 years
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. Continue Reading on AppleInsider | Discuss on our Forums
What happened?
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. Continue Reading on AppleInsider | Discuss on our Forums
Story details
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.
Why it matters
This page keeps Apple rumors separate from official updates, so readers can follow early reports without confusing them with confirmed announcements.