Apple faces one of the largest payments for back taxes ever imposed by the European Union’s anti-trust regulators. The $14.5-billion (€13-billion) bill would cripple most companies, but analysts believe Apple has little cause for concern given the zealous loyalty of its customers.
This brand loyalty has made Apple one of the most valuable companies in the world, beating out multinational oil behemoths such as ExxonMobil. The $14.5-billion payment demanded by Brussels represents just 6 percent of Apple’s $231-billion war chest.
“By many external brand consulting organizations, Apple is the most valuable brand in the world,” Ravi Dhar, director of the Yale Center for Customer Insights, told Handelsblatt Global Edition. “The financial value of the brand reflects the underlying attachment consumers have with the promise of Apple products.”