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Apple has once again been named the most valuable brand in the world, according to Kantar’s latest BrandZ report for 2025. The company continues to lead the list thanks to strong demand for its products and services, along with its focus on innovation and customer experience.

This year, Apple’s brand value grew 15% compared to last year, reaching an impressive $880 billion. This helped it keep the number one spot, followed by Google in second place and Microsoft in third. Amazon and McDonald’s completed the top five.

Kantar noted that tech companies continue to dominate the rankings, taking seven of the top ten spots. Besides the big three—Apple, Google, and Microsoft—other tech brands like Samsung, Tencent, and Facebook also remained strong.

The overall value of the top 100 brands rose by 20% in 2025, bouncing back after a slight dip last year. According to Kantar, this growth shows that strong brands can recover quickly and keep their influence even in uncertain times.

Apple’s ongoing success is mainly due to its ability to launch popular products, like the iPhone and Apple Watch, and to offer seamless services like iCloud and Apple Music. Its loyal customer base and smart marketing also play a big part in keeping the brand on top.

In short, Apple’s position as the world’s most valuable brand shows how staying innovative and customer-focused continues to pay off.

The UK’s Competition and Markets Authority (CMA) shared its final thoughts on Wednesday about the mobile browser market in the country. The group says Apple’s rules are the main reason why competition and new ideas are being held back.

The CMA’s team found that Apple forces all browsers on iPhones and iPads to use its WebKit engine. This stops other browsers from adding special features or running better, even if they work well on other systems. It’s a big roadblock for companies trying to stand out.

The report also highlights other Apple habits that cause trouble. For example, Safari gets special perks on iOS that other browsers don’t. Apple also limits how browsing works inside apps and makes Safari the go-to browser pre-installed on every iPhone.

Google got some attention, too, for putting Chrome on Android phones from the start. But the CMA said Apple’s limits hurt competition more. They also pointed out a big money deal where Google pays Apple billions each year to stay the default search engine on iPhones. This setup makes it less likely for them to compete.

Since the CMA’s early report last November, both companies have made some changes. Apple’s December update, for instance, made it a bit easier for users to pick a different browser. The CMA says these steps help a little but don’t fix everything.

To solve the bigger problems, the CMA suggests ideas like letting other browser engines work on iOS, adding a screen during setup to pick a browser (like in the EU), and putting limits on the Google-Apple search deal. These aren’t rules yet—the CMA is still checking if Apple and Google should get a “strategic market status” label under a new UK law. That decision, due later this year, could let the CMA set tougher rules and fines up to 10% of the companies’ yearly earnings.

The report also wrapped up a look at cloud gaming. After Apple tweaked its App Store rules, the CMA decided no more action was needed there. This comes as regulators in places like the European Union and the United States also dig into mobile browser fairness.

A week ago, Apple surprised everyone by launching a new app and service named “Invites.” However, this launch has led to some unfair criticism about Apple’s approach to apps, suggesting they operate like Google does with its apps.

Google is well-known for starting new apps and services but then either shutting them down or merging them into something else. A good example is Google Podcasts, which didn’t last long. There’s practically a “graveyard” of Google apps that didn’t make it.

After the launch of Invites, some people started to think Apple does the same thing with its apps. But is that really true?

Not Dead Yet

Take the Apple Sports app, for example. It’s been around for a year now, and it keeps getting better. People love it so much they’re asking for a widget for their phones. It’s clear this app isn’t just left to die; it’s growing in popularity.

Then there’s the Journal app, which first appeared with iOS 17.2 in December 2023. By the time iOS 18 rolled out, the app had a significant update to version 2.0, bringing new features like search, sort options, audio transcripts, and more. The only thing missing is an iPad version, not updates.

Apple Music Classical, initially iPhone-only, expanded to include an iPad app and added features like album booklets. It even got a CarPlay app and Siri support.

Music Memos’ Legacy

Music Memos was an app for musicians to record their tunes. It lasted for five years before Apple decided to enhance the built-in Voice Memos app instead. Now, Voice Memos can record two tracks at once, which is great for songwriters who use voice and guitar.

Clips in the Classroom

Apple Clips isn’t dead either. It’s thriving in educational settings with features like royalty-free music and templates that teachers can use in their lessons. Instead of abandoning it, maybe Apple should focus on making a simpler video editing app like CapCut, but without the ByteDance connection.

Looking Ahead for Invites

The future of the Invites app might include tight integration with the Calendar app and could come pre-installed on new iPhones. Its success will depend on turning users into iCloud+ subscribers and having a strong advocate within Apple, similar to how Apple Sports has been championed.

In summary, Apple’s so-called “hobby apps” aren’t just side projects; they’re part of a broader strategy where apps are nurtured, updated, and sometimes transformed to better serve users.

The British government has quietly asked Apple to give it full access to every user’s encrypted data stored in the cloud, according to The Washington Post. This secret directive reportedly came last month, compelling Apple to design a backdoor allowing UK security agencies to access encrypted user data around the world. This is a demand that has never been made in any other democratic nation.

The order was delivered via a “technical capability notice” under the UK’s 2016 Investigatory Powers Act (IPA), which critics call the “Snooper’s Charter.” This law allows law enforcement to force companies to assist in gathering evidence.

Apple has not commented on this issue. The law makes it illegal for Apple to even acknowledge such a demand from the government. Similarly, the Home Office declined to confirm or deny the existence of such notices, stating it does not discuss operational details.

A consultant who advises the US on encryption issues said Apple would not be able to inform users that their encryption is no longer secure. A former White House security advisor verified the UK’s order.

Apple Might Stop UK iCloud Services Over Privacy Concerns

There’s talk that Apple might pull its encrypted storage service from the UK rather than weaken the privacy promises it made to its users. However, this wouldn’t stop the UK from accessing the service in other countries. Apple has hinted before that it might withdraw services like FaceTime and iMessage from the UK if privacy is compromised. Apple’s Advanced Data Protection, introduced in 2022, allows users to encrypt additional data categories like Photos and Notes, keeping them private even from Apple.

Google, on the other hand, has made encryption standard for Android backups since 2018. When asked if any government had asked for a backdoor, Google responded that they can’t access encrypted backup data, even with a legal order.

How to Secure Your iCloud Data

The IPA was revised in 2023 to let the Home Office potentially ban certain encrypted services. Apple criticized these changes as excessive government control, suggesting they could prevent new security features from being offered globally.

Apple CEO Tim Cook has always argued against providing backdoors, stating it would invite criminals to access user data. Cybersecurity experts agree, warning that any backdoor could be exploited. Apple’s resistance was notable in 2016 when they fought and won against a US order to unlock an iPhone.

With increasing cyber threats from state actors, like those from China, US officials are now more focused on cybersecurity than ever, promoting encryption to protect communications. Privacy advocates, like Big Brother Watch, argue that such measures won’t make the UK safer and will instead undermine basic rights and freedoms.

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The digital world once envisioned as a borderless expanse of information and freedom, is increasingly becoming fragmented by national regulations. Following a similar move in China years ago, Apple has begun removing Virtual Private Network (VPN) applications from its App Store in India, signaling a significant shift in the availability of online privacy tools in the country. This action comes in response to a controversial Indian law that mandates stringent data retention policies for VPN providers. 

This isn’t the first time Apple has faced such a dilemma. Back in 2017, the company was compelled by the Chinese government to remove hundreds of VPN apps from its Chinese App Store. At the time, Apple CEO Tim Cook explained that the company had to comply with local laws, despite its preference to keep the apps available. He expressed hope that the restrictions would eventually be loosened, but years later, those restrictions remain firmly in place. This precedent casts a long shadow over the current situation in India.

The Indian government introduced the contentious law in 2022, effectively prohibiting anonymous VPN usage and requiring providers to maintain detailed logs of user activity. These logs must include sensitive information such as users’ names, addresses, IP addresses, and transaction histories, and be retained for a period of five years. Initially, the implementation of this law faced delays due to widespread objections. While it was eventually introduced, enforcement remained lax for a period. However, that period of grace has ended.  

Recent reports confirm that Apple has started removing VPN apps from the Indian App Store to comply with the now-enforced regulations. This action follows similar removals from the Google Play Store, indicating a coordinated effort by Indian authorities to enforce the new rules.

It appears that the government is taking a targeted approach, identifying and ordering the removal of non-compliant apps individually. This suggests that the process will be protracted, potentially leading to a significant reduction in the number of VPN apps available to Indian users, mirroring the situation in China. 

Among the removed apps are several prominent VPN services, including Cloudflare’s popular 1.1.1.1 service. The removals were triggered by orders issued by the Indian Ministry of Home Affairs, as evidenced by official documents and disclosures made by Google to Lumen, a Harvard University database that tracks government takedown requests globally.  

This situation puts reputable VPN providers in a difficult position. Complying with the Indian law would require them to compromise their core principles of user privacy and anonymity. Maintaining detailed logs of user activity goes against the very purpose of a VPN, which is to provide secure and private online access. Consequently, most reputable VPN providers are unlikely to comply with these demands, choosing instead to withdraw their services from the Indian market.

For Apple, this situation presents a complex challenge. The company has consistently emphasized its commitment to user privacy. However, it also has a legal obligation to comply with the laws of the countries in which it operates. This creates a clear conflict of interest, forcing Apple to choose between its stated values and its business interests.

While Apple could theoretically take a stand and withdraw from the Indian market altogether, such a move is highly improbable. India has become a crucial market for Apple, serving as its second-largest production center and a rapidly growing consumer base. Moreover, the precedent set in China, a far more critical manufacturing hub for Apple, suggests that the company is unlikely to prioritize principle over market access.  

The removal of VPN apps from the Indian App Store represents more than just a reduction in available software. It symbolizes a growing trend of governments seeking greater control over online activity, often at the expense of individual privacy. This trend raises serious concerns about the future of internet freedom and the ability of individuals to protect themselves from online surveillance.

The situation in India serves as a stark reminder that the fight for online privacy is an ongoing battle, one that requires constant vigilance and advocacy. The digital landscape is changing, and the implications for users in India, and potentially other countries, are significant.

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