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July 29, 2013

Harris Poll Reveals Apple Still at Top of Its Game

By Brittany Walters-Bearden, TMCnet Contributor

Apple (News - Alert) has long had loyal consumers, but, in the changing tech landscape, in which it seems like Samsung is beating Apple to every new release and new feature, one might assume that Samsung (News - Alert) was edging Apple out of its top spot. According to this year’s Harris Poll, this is not the case—for the second year, the poll revealed that Apple takes the top honors in three highly competitive “Brand of the Year” categories: tablet, mobile phone, and computer. This poll was conducted with more than 38,000 consumers in the United States.

The senior vice president of Harris Interactive (News - Alert), Manny Flores, said of this poll,” Americans continue to give Apple brands strong ratings.” Flores went on, “While their Consumer Connection scores are strong within their respective categories, what really stands out is that in all three of the categories Apple brands are measured – Computer, Tablet and Mobile Phone – its Brand Momentum scores are in the top 30 of all 1,500 brands evaluated in the study, showing that consumers see this as a brand of the future."  The Consumer Connection measures the emotion, fit, trust, and performance of a brand while Brand Momentum measures a brands energy, ubiquity, future outlook, leadership, and popularity.

Apple held their lead against computer giants such as HP, IBM, Samsung, and Toshiba (News - Alert), even though their quality score dropped from last year. In the field of tablets, Apple took the first place position with Amazon’s Kindle designs, Google Nexus line, and the popular Samsung Galaxy line following behind. In a surprising turn of events, the Microsoft Surface did not enter into the top five after producing numerous commercials showing the different features that are available on their tablet that the iPad does not offer users. Their brand placement in television shows immediately after its release did not seem to gain favor with the consumers.

In what was probably the biggest shocker in the Harris poll, The Apple iPhone took the top spot over the Android (News - Alert) phones made by Samsung, HTC, and LG. Research In Motion’s Blackberry 10, which could be the company’s last effort in the cellular phone market, fell below the category average.

The one category that Apple did not hold the top-spot was in online retailing; that spot belonged to The second position was held by

Edited by Ryan Sartor
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