Apple falls behind Samsung in brand intimacy for the first time in 16 years

Apple falls behind Samsung in brand intimacy for the first time in 16 years

Apple lost considerable ground with consumers in 2026, with its brand intimacy score falling sharply while Samsung treads water. The reasons why are complicated. Image credit: MBLM MBLM has released its annual study of brand intimacy, evaluating how attached consumers are to specific companies. This year's study comprised 425 brands across 23 industries. 2026 marks a first for Apple, though probably not in a way the company would like. For the first time in sixteen years of brand engagement anal