#5 Apple Inc.


Ranking as the fifth most intimate brand family, Apple Inc. has an average Quotient Score of 46.7  Its strongest archetype is enhancement. An average of 40% of consumers who use Apple’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Head to Head

In comparing Apple Inc. and Alphabet Inc., we see Alphabet is stronger across all archetypes except indulgence. Apple, however, is stronger across all stages of Brand Intimacy.

Explore Brand Families