Apple could be about to drop off the top spot from Fortune magazine's prestigious World's Most Admired Companies list. The list doesn't come out until later in the week, but according to a blog post by Forbes' Brad Chase, the company isn't likely to retain its number one placing.
It's not all bad news for Apple though. It's just been voted top of the Business Superbrands list here in the UK, and second in the list of Consumer Superbrands. Swings and roundabouts.
Chase writes that while Apple "isn't going to disappear anytime soon", the company's image isn't what it once was. "[T]he value of the once-invincible brand is teetering on the edge of a long, steady drop," he writes.
And what does he reckon is the cause of this discontent among Apple fans? He puts it down to "glitches, missed deadlines and high prices", citing the debacle over Apple Maps, ethical issues with Foxconn plants in China, the proliferation of viruses attacking Macs, and increased competition from Google and Facebook, among other things.
Apple has won the Most Admired award five times on the trot, so it'd be quite a shock if it was snubbed this year.
The company is still doing well over here though, behind only Rolex in the minds of Brits, according to the Superbrands survey, which identifies the UK's strongest brands. Apple came one spot ahead of Microsoft, and four ahead of Google. Facebook was the only other tech company in the top 20, placed at 14.
Apple also topped the Business Superbrands list, two places ahead of Google, five ahead of IBM, and seven ahead of Microsoft.
The consumer Superbrands survey asked more than 2,900 members of the general public which brands they thought had the best reputations. The business poll quizzed more than 1,900 professionals about their companies of choice.
To try and claw back market share from Samsung, Apple is said to be working on a cheaper version of its highly successful iPhone, as well as a watch that connects to your mobile. Do you think the company has lost its way since Tim Cook took over? Let me know in the comments, or on our much-admired Facebook page.
Update: After this article was published, Apple did in fact win Fortune's Most Admired Company title for the sixth time. Google was second and Amazon third.
Android App 
RSS Feeds 
iPhone App 
Newsletters 
Comments 29
Add your comment
Peter Hudson 26 February, 2013 18:05
I'm not surprised, they do seem to have been on something of a slide since Jobs died. Since Tim Cook took over it does seem that it is churning out unremarkable updates to existing products rather than do anything special. There doesn't seem to be any heart or excitement in it any more. Feels just like any other corporate giant. It's sad to see.
anonymous 26 February, 2013 18:31
Its time apple justified their products price . Like the imacs are over priced for last years tech. Pc products are far better priced. Should apple growup and make their products cheaper they would remain on top. . .
Damien2501 26 February, 2013 18:44
Last quarter, Apple made a record amount of money, sold more phones & tablets than ever before and that is despite the Apple maps omnishamble, problems with iOS6, lack of innovation and fierce competition from Samsung. What does "slide" mean?? I'm no 'iSheep' but saying Apple is on a slide down...
Peter Hudson 26 February, 2013 19:35
What I meant by slide is that there hasn't been any excitement about a new Apple product in years. Even when they have their conferences and Tim Cook takes the stage, he doesn't sound like someone with any real passion, he sounds like a businessman pretending to be passionate about the products. The minor updates to devices seem to be more to keep sales up rather than do anything really new.
Peter Hudson 26 February, 2013 19:37
And this isn't coming from a fandroid or an iSheep (Whoever created those words should be shot). I paid out for a brand new iMac just before christmas, I have an iPhone, and I'm gonna replace my iPad with a mini when the next model is released, I'm by no means anti Apple but even I have been a disillusioned with the company recently.
anonymous 26 February, 2013 20:04
They seem to be getting more lost without Steve Jobs. I am afraid Apple is not getting what the consumer wants anymore. They should have brought 2 iphone versions, one the standard screen size and another 5 inch. This would have hurt Galaxy sales and other smartphone devices. Iphone sales are down, Imac sales will be hit hard as 4k technology screens will make the imac 2k retina display screen shabby.Already Panasonic have will be bringing out a 4k 20 inch all in one tablet pc. Mark my words if they dont bring out a 8k imac, bring a bigger iphone, they will be left for dust and their shares will plumet. Apple needs to think ahead of its competitors, their products are excellent, packaging and customer service is far better than other rivals. If only they get someone who can be as inspirational as Jobs was, if not their time is over:(
KashAli 26 February, 2013 20:14
Was Apple fan but they are too greedy they bring good technology very late for money and their screen size is way too small so really happy lost my iPhone 4S (was going to buy iPhone 5 but now) Samsung Galaxy... all the way!!! or Nexus 5 !!!
anonymous 26 February, 2013 20:20
Yeah they are loosing it a bit but remember between 2003 (odds) and 2007 they where "loosing it" so i suppose they cant relese new stuff like ipads and iphones all of the time (by that i mean a "game changer" . I guess all companies do this at some existent.
anonymous 26 February, 2013 20:25
ps, i guess they may catch up again and pull out a game changer, but maybe not...
KashAli 26 February, 2013 20:29
Only if the new iPhone is below £400. Than... For a Fact. Yes!
Damien2501 26 February, 2013 21:38
@Peter H. I'm shocked to hear that from you & many other Apple product users, including the real Damien. I've never believed Apple were cool, or ever invented something except maybe the first iPhone and some computers in the 1980s, and their innovative marketing techniques.
And the iWatch, iTV, iCar, i $137 billion in the bank... I dislike Apple but I don't believe it's in decline. They just got to put a lower i at the end of something and it will sell.
anonymous 26 February, 2013 22:24
APPLE HATERS!!!! UNITE!!!!
(lame turds)
Dsellars 26 February, 2013 22:29
Yeah i don't think Apple is relay in decline, it's just with the iphone, ipad etc all coming out in a short period of time people are use to Apple bring this standerd of stuff out. As some one said before "between 2003 (odds) and 2007 they where "loosing it" so i suppose they cant relese new stuff like ipads and iphones all of the time" wich is kind of true. All companies have there good times and bad.
anonymous 26 February, 2013 22:37
Apple have never been a company to admire period.
anonymous 26 February, 2013 22:59
I think Apple's fundamental problem is that people are bored of iOS. It's still the same as it ws 5 years ago in it's general operation...a few little bits copied from Android but it's basically exactly the same. Open app, press home button get back to grid of apps, open app, press home button...when you see what Android can do with multitasking, widgets, Google Now and their vastly superior swype keyboards...it blows iOS away and iOS just seems old fashioned and dull in comparison.
But even if it didn't...people like a change. If you're on iOS, you have to have the same phone and the same style OS year after year...as time goes by people get bored and want something new. Android offes that; you can use Android for many update cycles and not only can you choose your manufacturer but you can choose from the many form factors available. Android offers far more choice, plain and siple
anonymous 26 February, 2013 23:02
Oh, and a 4 inch dual core Android phone costs less than half what the iPhone costs. In fact, a quad core, 4.8 inch Android phone costs less than half what the iPhone costs. Apple won't succeed by offering mid range products at above premium prices. That's over now, people are over the whole 'just works' thing because other phones 'just work' as well. They need to move with the times and accept that they're not worshipped enough to charge top brass for mid level kit. Back in the day, their phones WERE top end anyway...it's only recently they're knocking out old tech for top prices and disguising the fact by being very secretive about the specs.
Peter Hudson 27 February, 2013 00:46
Hey everyone. This isn't an article about if android is better than iOS. It's about how people don't admire apple as much any more. Keep on subject.
anonymous 27 February, 2013 01:16
@Peter Hudson yes you keep everyone in check, good job!
anonymous 27 February, 2013 07:52
I have always admired Apple - though I have never owned any of the their products. Before the new craze on Apple started I dearly wanted to purchase a Mac. I wanted an IPhone (the 1st) when it was released but found it too expensive and well it didn't have 3G either.
But honestly I cant stand Apple as a company anymore. And it has nothing to do with the lack of innovation or the fact the the last 3 IPhones and 4 Ipads look almost the same. Nope.
Its the lawsuits!
Its the arrogance!
And its the patenting frenzy!
The last straw was when they patented the page turning function.
Damien2701 27 February, 2013 10:47
Apple had a run of releasing market leading gadgets. Then they did nothing and just kept releasing updated versions of what we already have. The iPhone 5 is basically an iPhone 4 that is stretched. We want new exciting products again
anonymous 27 February, 2013 10:56
Apple need to radically redesign iOS and beef up the specs of their products
An iPhone 5: 4inch screen with a 1.3ghz dual core chip with 1gb RAM
A samsung galaxy s3: 4.8incg screen with a 1.4ghz quad core chip with 1gb RAM
And yet the samsung galaxy s3 is cheaper
And I don't see why apple decided not to add NFC into their latest iPhone.... Maybe to keep the "innovative" design of the iPhone 5
Oh and with samsung unpacked event next month with rumours of an Octo core chip, 2gb ram and 4.99inch 1080p screen galaxy s4 apple really need to rethink their products design and specs and redesign iOS not just add and remove a couple of features an called it the best version of iOS Yet
I don't hate apple I juts want to see them justify the huge price tag for what is a pretty dull phone with a dull operating system and lackluster specs....
Damien2701 27 February, 2013 11:17
I bet cnet's team brief each day is. "Say something controversial about either android or apple and spark a discussion"
Peter Hudson 27 February, 2013 11:56
Yeah, Damien, It's seems to get them more hits
Damien2501 27 February, 2013 12:46
@Damien2701 The same fanboy debates happens on most tech sites, look at Guardian Tech & BBC Technology section articles about smartphones, its the same comments as CNET UK but they have more commenters.
anonymous 27 February, 2013 16:26
As a new Apple customer,who purchased his very first Apple product this month,a latest generation Apple iMac 27" all in one desktop,I am in a unique position to comment,as I have no bias unlike many others.My new Apple iMac has a gorgeous thin design,beautiful stunning display,performs lightening fast (boots up from cold in 8 seconds),and has the best customer support of ANY company.....period.Can anyone explain the Apple haters to me?.I can only conclude it's people who never owned one,or jealousy they can't afford one.Sad group.
anonymous 27 February, 2013 16:42
To Peter Hudson, Seriously,have you ever owned an Apple Product ?.Honestly ?.You claim Apple has unremarkable updates.The latest generation Apple iMac 27" all in one desktop runs faster,cooler and quieter than ANY previous iMac.It has a screen with 75% less glare,Fusion drive,and killer design that makes any other computer look ancient.And folks like you claim no innovations by Apple.Really ?.What more do you want in a product ?.I honestly believe that many such comments come from people who NEVER owned an Apple product.
Late8 27 February, 2013 19:49
Since iOS 6 I have had nothing but trouble with my iPad 3 and I'm not alone. Apple support is full of complaints.
A couple if friends with iPhone 4s have also had problems.
Latest updates have been as bad. I have very quickly gone off the company and their attitude
anonymous 28 February, 2013 09:49
@anonymous 16:42 & 16:26
I was an iphone user for a few years so i aint really biased, i had the 3GS, iphone4 and the 4S, i have also owned a blackberry bold, i decided not to go for the iphone5 because it looked the same as all the others so i went for a galaxy S3 and what a difference, personally i think its the iphone users that havent tried android, if they have then its the lower spec phones they used. This is the best decision i have made on this matter, the amount you can do with android over apple is phenominal, i can now see why people say how limited apple is, anyway this is just my opinion but i wont be using an apple product again....
anonymous 28 February, 2013 10:00
Apple make some very nice products but never deserved the massive adulation in the first place.
Their greatest contribution has been to popularise existing markets, eg MP3 players and then smartphones. For the majority of their recently history they have not had the best hardware/features, never-the-less the press have fawned over them and allowed Apple to con us in believing that they have just re-invented the proverbial wheel.
In 2007 when Jobs told the world that Apple had invented the smartphone why didn't the press say "yes your iphone is very nice but my HTC Athena (for example) has a much bigger touchscreen and can do far more"?
I suspect it was the result of the fact that media types have historically been Mac users, that they wanted to "stick it to the man (MS)".
The irony is that those of us that quite liked the earlier smartphones running windows mobile looked at the success of the iPhone and scratched our heads in disbelief at the hype, now those that mocked us are now looking at android and wondering what is so special about iOS.
The truth is that iOS was never THAT special. It is a decent OS but they were and will always be decent OSes. No one company deserves such hype unless they really INVENT something ground breaking and new