Electronic giant Apple usually finds itself on top of most lists to do with brand valuation. In the last quarter, Apple recorded its highest ever quarterly net profits in US corporate history. And still the lingering doubt remains that Apple ought to be worried about certain developments. The iPhone remains its biggest single product accounting for about two thirds of overall sales but its numbers have hit a plateau in the developed markets of Europe and North America. In the world’s biggest smartphone market China, Apple remains behind domestic heavyweights Huawei and Xiaomi. The worrying aspect is that in developing markets like India and China where average income levels are lesser than in the developed regions, the premium prices charged for Apple products may suffer losing further ground to Samsung which is already the global leader. Apple has always been known for its business innovations and its future is in its own hands. The challenge will be to integrate these innovations to bring business value.


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