Google even at 9? Ugh..
Apple both deserves its top ranking but can do better. There is extremely few companies that protect their brand name as fiercely as Apple. Apple could sell so many things (vacuum cleaners, blenders, electric toothbrushes
), they could also make cheap low cost high volume products using the name. They don’t. They don’t let employees use the Apple name in social media. They don’t even operate a social media website as so many in tech get into, don’t vacuum up huge individual user data. They usually stay out of media firestorms and they rarely bend to the din of media shouting Apple should do this or that. They adamantly stick to their core products and a core ecosystem, they largely stick to premium products, sell it at the price they want, and have a big picture view. That’s to be very admired.
They also make a tenth of a trillion dollars in profit a year. They have the resources to keep mistakes at an extreme minimum. There’s room for improvement there.