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Apple beats Microsoft to top spot in UAE hearts

The technology and telecom industry ranks No. 1 among most "intimate", and within that industry, Apple and Microsoft are vying for the top spot.

Apple is the Most Intimate Brand for millennials Microsoft is the Most Intimate Brand for 35-64 year-olds 41 percent of users surveyed are in some form of intimate relationship with a technology and telecom brand

Apple still rules the roost in terms of the "most loved brands" in the UAE technology and telecom industry. Although Microsoft rose strongly from No. 5 in 2018 to the second-most-loved tech brand in 2019, Apple still tops the list in MBLM's Brand Intimacy 2019 study. The telecom and technology industry, as a whole, maintained its No. 2 rank for the third year in a row, among a list of 15 most intimate industries.

The Brand Intimacy Study, which measures the bonds formed with the brands that consumers use and love, has taken into consideration the viewpoints of consumers in the U.S., Mexico, and the United Arab Emirates. The brands that top the "intimate" list historically outperform others in the S&P and Fortune 500 indices for revenue and profit. This means that consumers are willing to pay a premium for brands that they feel more connected with.

“Technology & telecom is a critical industry for the UAE’s competitiveness and efficacy. The feeling of enhancement through technology is palpable around us, and this industry is a natural vehicle,” said William Shintani, Managing Partner at MBLM. “Microsoft has successfully entered the cloud-based services arena and revitalized its brand to deliver key innovative services, repositioning themselves in the hearts and minds of their consumers.”


Millennials love Apple, Gen X prefer Microsoft

Participants and respondents in the MBLM  study were also screened for age – 18 to 64 years of age – and socioeconomic levels in the UAE.

It turns out, that while the most intimate brands in the tech and telco industry are Apple, Microsoft, Samsung, and Google, the most intimate brand for millennials (18-34 year-olds) is Apple, while those in the age group of 35 to 64 years of age prefer Microsoft the most. Millennials rated Lenovo as a more intimate brand than Microsoft, while those older to them rated Samsung as a more loved brand than Apple.


The technology and telecom industry outdid the overall industry archetypes in terms of fulfillment and identity while showing marked improvement in indulgence and nostalgia. This shows that Apple and Microsoft, leading the tech and telecom industry, have managed to develop strong relationships with their customers based on moments of pampering and gratification.