Apple Earns Top Spot as 'Most Intimate Brand' for Millennials

MBLM this week published part of its Brand Intimacy 2018 Report, with the preliminary findings focusing on responses from millennials and other young age groups. MBLM surveyed 6,000 consumers and performed 54,000 brand evaluations across 15 total industries in the United States, Mexico, and the United Arab Emirates in order to discover which brands had the deepest emotional connections with respondents.

For millennials (typically individuals in their early twenties to late thirties as of 2018), Apple earned the top spot as the most intimate brand in the U.S. In second place was Disney, followed by YouTube, Target, and Amazon. The top four spots last year for millennials were Disney in first, followed by Amazon, Netflix, and then Apple, so the company has climbed and beaten out a few well-known brands this year.

millennial brands apple

Image via PRNewsfoto/MBLM

MBLM said it was "surprised and pleased" to see YouTube climbing the rankings this year.

"We were surprised and pleased to see YouTube as an addition to the top three most intimate brands for millennials this year," stated Mario Natarelli, managing partner, MBLM. "We believe its rise is due to our culture's continued need for escape and the brand's immediate, diverse content, personalities and growing offerings in movies and live TV. YouTube is clearly an established ritual in the lives of many millennials today."

A younger age group of individuals between 18 and 24 years old kept Apple as their most intimate brand, but listed Amazon in second, then YouTube, PlayStation, Starbucks, Nintendo, Google, Netflix, Coca Cola, and Walmart.

This is just a snapshot of the larger Brand Intimacy 2018 Report, which MBLM said it will be sharing next week, on March 13. Since Apple has earned the top spot in two important age groups, it's expected for the company to sit at number one for the overall rankings. For the 2017 list, Apple was MBLM's "top-ranked brand overall" and earned high marks in various categories like "can't live without" and frequency of use.

Top Rated Comments

Corrode Avatar
79 months ago
As a millennial, I sure do love getting intimate with my Apple products.
Score: 14 Votes (Like | Disagree)
sumsingwong Avatar
79 months ago
No wonder people never take it off vibrate.
Score: 13 Votes (Like | Disagree)
AngerDanger Avatar
79 months ago
You know, now that you mention it…



…Apple is thicc af

Attachment Image
Score: 13 Votes (Like | Disagree)
Baymowe335 Avatar
79 months ago
Uh Bay... millennials aren't kids: typically individuals in their early twenties to late thirties as of 2018.
Financially, many are still kids.
Score: 10 Votes (Like | Disagree)
LincolnsiPod Avatar
79 months ago
Uh Bay... millennials aren't kids: typically individuals in their early twenties to late thirties as of 2018.
No millennials aren't kids, they just act like a bunch of narcissistic five year olds. Now get off my lawn.
Score: 6 Votes (Like | Disagree)
jerwin Avatar
79 months ago
The next iPad will be better. They're going to name it the Maxipad.
Score: 4 Votes (Like | Disagree)

Popular Stories

reset password request iphone

Warning: Apple Users Targeted in Phishing Attack Involving Rapid Password Reset Requests

Tuesday March 26, 2024 4:34 pm PDT by
Phishing attacks taking advantage of Apple's password reset feature have become increasingly common, according to a report from KrebsOnSecurity. Multiple Apple users have been targeted in an attack that bombards them with an endless stream of notifications or multi-factor authentication (MFA) messages in an attempt to cause panic so they'll respond favorably to social engineering. An...
maxresdefault

Apple to Launch New iPad Pro and iPad Air Models in May

Thursday March 28, 2024 11:07 am PDT by
Apple will introduce new iPad Pro and iPad Air models in early May, according to Bloomberg's Mark Gurman. Gurman previously suggested the new iPads would come out in March, and then April, but the timeline has been pushed back once again. Subscribe to the MacRumors YouTube channel for more videos. Apple is working on updates to both the iPad Pro and iPad Air models. The iPad Pro models will...
Generic iOS 18 Feature Purple

iOS 18: What to Expect From 'Biggest' Update in iPhone's History

Wednesday March 27, 2024 11:10 am PDT by
At least some Apple software engineers continue to believe that iOS 18 will be the "biggest" update in the iPhone's history, according to Bloomberg's Mark Gurman. Below, we recap rumored features and changes for the iPhone. "The iOS 18 update is expected to be the most ambitious overhaul of the iPhone's software in its history, according to people working on the upgrade," wrote Gurman, in a r...
maxresdefault

Apple Announces WWDC 2024 Event for June 10 to 14

Tuesday March 26, 2024 10:02 am PDT by
Apple today announced that its 35th annual Worldwide Developers Conference is set to take place from Monday, June 10 to Friday, June 14. As with WWDC events since 2020, WWDC 2024 will be an online event that is open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. WWDC 2024 will include online sessions and labs so that developers can learn about new...
apple maps 3d feature

Apple Maps May Gain Custom Routes With iOS 18

Tuesday March 26, 2024 3:10 pm PDT by
Apple may be planning to add support for "custom routes" in Apple Maps in iOS 18, according to code reviewed by MacRumors. Apple Maps does not currently offer a way to input self-selected routes, with Maps users limited to Apple's pre-selected options, but that may change in iOS 18. Apple has pushed an iOS 18 file to its maps backend labeled "CustomRouteCreation." While not much is revealed...
General iOS 17 Feature Orange Purple

Apple Releases Revised Versions of iOS 17.4.1 and iPadOS 17.4.1 With Updated Build Number

Wednesday March 27, 2024 5:59 am PDT by
Apple on late Tuesday released revised versions of iOS 17.4.1 and iPadOS 17.4.1 with an updated build number of 21E237, according to MacRumors contributor Aaron Perris. The updates previously had a build number of 21E236. The revised updates are available for all iPhone and iPad models that are compatible with iOS 17 and iPadOS 17, but they can only be installed via the Finder app on macOS...
applephilschiller

Apple's Phil Schiller Works 80 Hours a Week Overseeing App Store

Wednesday March 27, 2024 2:03 pm PDT by
With the App Store and app ecosystem undergoing major changes in the European Union, The Wall Street Journal today shared a profile on App Store chief Phil Schiller, who is responsible for the App Store. Though Schiller transitioned from marketing chief to "Apple Fellow" in 2020 to take a step back from Apple and spend more time on personal projects and friends, he is reportedly working...