Apple Inc. (NASDAQ:AAPL) may no longer be the coolest company in the United States, at least according to a study by The Talent Business. The survey, which took the opinions of marketing and advertising industry executives, saw apple fall from the second to the fifth most appealing company to work with.


Nike Inc (NYSE:NKE) topped the list for the second year in a row. With Apple Inc. (NASDAQ:AAPL) at fifth, positions two through four were held by Google, Volkswagen, and Adidas respectively. The positioning of Google Inc (NASDAQ:GOOG) at number two this year adds insult to injury for Google Inc (NASDAQ:GOOG).

Apple far too controlling

Apple Inc. (NASDAQ:AAPL) is still one of the companies that ad industry executives want to work with most, but the company has fallen down the rankings, mirroring what may be a fall in the cool factor surrounding the company. Apple Inc. (NASDAQ:AAPL) is no longer at the head of many specification comparisons in the smartphone industry, and its design is being challenged by competitors every day.

The survey asked respondents to rate a list of the world’s biggest companies on collaborative working, the excellence of their marketing team, their ability to produce award-winning creative work, and being socially responsible. One of the biggest criticisms of Apple Inc. (NASDAQ:AAPL) in the survey was the lack of creative control that agencies might have at the company, and the lack of creative effort in the company’s more recent products.

Is Apple losing its cool?

If Apple Inc. (NASDAQ:AAPL) is losing its cool among those in the advertising industry, it may be losing it among the general populace as well. The Apple Inc. (NASDAQ:AAPL) brand is one of the company’s most important assets, and if that asset is depreciating it may be time to revalue the company.

With Apple Inc. (NASDAQ:AAPL) likely to release a new iPhone with the same base design of the iPhone 5, the company may not be headed for an increase in its cool factor. Apple may be teetering on the edge with its brand name, and investors should be watching its value going ahead.

This survey is not set in stone, and it’s a from single year and a single industry. It does, however, highlight the importance of the company’s brand to its value. That’s something investors will be watching closely through the next year.