Skip to main content

We (still) love Apple! Americans vote tech giant ‘brand of the year’ across three categories

apple loveApple is the favorite brand of Americans in the categories of computer, tablet and mobile phone, according to the latest Harris poll, which interviewed more than 38,000 US consumers in its annual consumer electronics survey.

The tech company first appeared in the poll’s top 10 back in 2006 before steadily working its way to the number one spot thanks to the success of devices such as the iPhone and iPad.

Computers, tablets, phones

Despite a drop in Apple’s quality score in the computer category, it still managed to see off competition from HP, Dell and Sony, which placed second, third and fourth, respectively.

In the tablet segment, it was Amazon with its Kindle Fire devices that came in behind Apple, with Google and its Nexus slates in third place, a ranking which could change next time around with the release this week of the new Nexus 7 – a well-received device that looks certain to pile even more pressure on the iPad Mini.

With recent figures showing iPad sales slipping, all eyes will be on what Apple comes up with in the fall when it could launch revamped versions of the iPad and iPad Mini. Of course, Amazon, too, will at some stage update its Fire tablets, a move that could see it steal the top spot from Apple in the 2014 poll.

Microsoft, with its Surface slate, was nowhere to be seen, though when the poll was taken at the start of the year, only its RT device was on the market, and even then it had only been selling for a couple of months.

As for mobile phones, the iPhone took the top spot for the second straight year, beating off competition from HTC, Samsung and LG.

Brand of the future?

Manny Flores, senior vice president at Harris Interactive, said Apple’s high scores for brand momentum, which focuses on elements such as energy, ubiquity, future outlook, leadership, and popularity, indicated that consumers in the US very much see it as “a brand of the future”.

The positive ratings for the company may be interpreted by some as an endorsement of Tim Cook’s leadership since taking over from Steve Jobs in 2011, but the CEO will be well aware that being thought of as a brand of the future is a million miles from actually becoming one. Cook is promising the arrival of a lot of “amazing” new products over the next 18 months, products that will have to impress if the company is to remain the darling of American consumers, a position which should ultimately lead to more revenue for the Cupertino-based firm.

Harris’s poll involved a sample of 38,814 US-based consumers aged 15 and over who were surveyed online from January 11 through February 8, 2013.

[Image: Percom / Shutterstock]

Trevor Mogg
Contributing Editor
Not so many moons ago, Trevor moved from one tea-loving island nation that drives on the left (Britain) to another (Japan)…
How to use your iPad as a second monitor for your Mac
An iPad and an external display using Stage Manager in iPadOS 16.

One of the best parts of the Apple ecosystem is how neatly everything works together. Apple often gets flak for its "walled garden" approach, but when it works well, it enables the kind of productivity features that Android and PC rivals can only dream about. For example, you can use your iPad as a second screen for your Mac with minimal effort, and there's no need to fiddle with annoying cables and questionable software hacks.

Read more
Dell XPS 15 is still at its Black Friday and Cyber Monday price
Dell XPS 15 9530 front angled view showing display and keyboard deck.

Dell continues to offer one of its best laptop deals in recent times with a highly competent Dell XPS 15 at its Black Friday price. Usually priced at $2,349, it’s down to $1,949 meaning you continue to save $400 on its original price. A powerful laptop that’s well suited for content creation, working from home, or even a little light gaming, it’s a great all-rounder. Here’s what you need to know about it before you buy it.

Why you should buy the Dell XPS 15
Sure to be one of the best laptops around, the Dell XPS 15 is packed with great hardware. It has a 13th-generation Intel Core i7 processor, along with a huge 32GB of memory. It also has 1TB of SSD storage so you won’t run out of room any time soon. It also has a dedicated graphics card with the Nvidia GeForce RTX 4060 ensuring gaming is an option.

Read more
iPad Pro vs. MacBook Air: It’s closer than you’d think
Two iPad Pro tablets next to each other against a black background. Both have Apple's Magic Keyboard case.

You might assume that the iPad Pro and the MacBook Air are worlds apart, but they’re actually pretty similar devices when you think about it. Both are built for portability, come in two display sizes, and cost roughly the same. Picking between them is trickier than it first looks.

We’ve put together this guide to help you choose the right device, no matter your budget or use case. Whether you prioritize performance, portability, display, software, or something else, you should feel much more confident in your decision by the end of this article.

Read more