Apple is the fifth most reputable major company active in the U.S. according to an annual poll that gauges public perception of 100 consumer brands (via The Korea Herald).

The Reputation Quotient Ratings from the 2017 Harris Poll are based on an online survey completed by over 30,000 adults in the U.S. The survey analyzes brand reputation across six gauges: social responsibility, vision and leadership, financial performance, products and services, workplace environment, and emotional appeal.

2017 Harris Poll Company Reputation Rankings
The Reputation Quotient Ratings saw Apple fall three places from the previous year, losing ground to Wegmans, Publix Super Markets, and Johnson & Johnson. Amazon meanwhile maintained its 2016 position at the top of the table, but the effects of the exploding Note7 phone debacle saw Samsung slump to 49th after last year ranking at seventh.

Other companies in the top ten include Google, which slipped from fifth in 2016 to eighth, and Tesla Motors, which was not included in last year’s rankings. Netflix and Microsoft both ranked in the top 20 (18th and 20th, respectively), with Facebook sitting at 66th.

According to Harris Polls, the biggest risks to a company's reputation are illegal actions by corporate leaders and lies about products or services. The poll was carried out between November 28 and December 16 of last year, so just before Consumer Reports denied Apple's new MacBook Pro line-up a buyer recommendation, based on perceived battery life issues. Consumer Reports later revisited the issues with Apple's input, and ultimately decided to award the laptops a recommendation in January.

Samsung meanwhile will be eager to resuscitate its brand in 2017 after some of its Galaxy Note7 phones caught fire, leading to the discontinuation of the model in October. However, the company had a setback last week when Samsung chief Lee Jae-yong was arrested over his alleged role in an influence-peddling scandal that has led to the South Korean president's impeachment.

Top Rated Comments

Steve121178 Avatar
101 months ago
I can't fault Amazon. They've always exceeded my expectations as a customer.
Score: 12 Votes (Like | Disagree)
discounteggroll Avatar
101 months ago
In other news, comcast held a company-wide celebration for not landing in the lowest 10 spots.
Score: 7 Votes (Like | Disagree)
faded_glory Avatar
101 months ago
In the UK Amazon has something of a reputation for not paying tax and for bullying its workers.
Score: 6 Votes (Like | Disagree)
62tele Avatar
101 months ago
Wait! Samsung is 49th?
Would it be wrong to bwahahahahaha?
Score: 5 Votes (Like | Disagree)
FRVRandAFTR Avatar
101 months ago
So, as a fan of Apple products, like everyone else that visits the site, there are so many things I applaud them for. However, I have no problem calling them out when they deserve it. They've had ups and downs since their comeback, so this is not an "If Steve were still around..." thing. BUT Apple customer service used to be the gold standard, over the last few years, from what I've noticed, it's gotten worse and worse. It seem's like the support staff is basically trained to tell you politely that they won't be doing anything to fix whatever issue you're having, but "[they're] very sorry to hear about it."

I can see why Amazon's topping the list, they're generally very good, and people seem to overlook the outsourcing because of that. But going back to Apple as of late, I've had Walmart provide better service.
Score: 5 Votes (Like | Disagree)
jhock Avatar
101 months ago
lol Amazon
They don't look after the warehouse workers
They dodge tax
They have little quality control over the goods on their site
Their products are full of fake reviews.

Surely this chart should be "who can cut corners and get away with it".
Score: 3 Votes (Like | Disagree)

Popular Stories

AirPods Pro Firmware Feature

Apple Releases Firmware Updates for AirPods Pro 2 and AirPods 4

Monday November 11, 2024 11:28 am PST by
Apple today released firmware updates for both AirPods 4 models (version number 7B20) and the AirPods Pro 2 with both Lightning and USB-C charging cases (version number 7B21). All of these AirPods models were previously on firmware version 7B19. It is not immediately clear what new features or changes are included in firmware versions 7B20 and 7B21, but we will update this story if we find...
New Things Your iPhone Can Do in iOS 18

18 New Things Your iPhone Can Do in iOS 18.2

Wednesday November 13, 2024 2:09 am PST by
Apple is set to release iOS 18.2 next month, bringing the second round of Apple Intelligence features to iPhone 15 Pro and iPhone 16 models. This update brings several major advancements to Apple's AI integration, including completely new image generation tools and a range of Visual Intelligence-based enhancements. There are a handful of new non-AI related feature controls incoming as well....
iPhone SE 4 Thumb 1

iPhone SE 4 Camera Modules to Enter Mass Production Next Month

Tuesday November 12, 2024 2:56 am PST by
Apple's camera module supplier for the upcoming iPhone SE 4 is set to begin mass production of the components in December, according to a new report coming out of Korea. Economic newspaper Ajunews reports that LG Innotek will supply the front camera module for the budget-friendly fourth-generation device. Final tests are now said to be underway, with mass production of the module following...
iphone 6 thickness

iPhone 17 'Air' May Not Be Much Thinner Than iPhone 6

Monday November 11, 2024 5:18 am PST by
Next year's iPhone 17 "Air" model may not be as thin as Apple planned, according to a rumor originating in Korea. According to the news aggregator account "yeux1122" on Naver, citing industry sources, Apple has run into problems making the new iPhone 17 model sufficiently thin. The device's reduced thickness is apparently dependent on manufacturing a battery with a thinner substrate, but...
new mac holiday

The Best Early Black Friday Mac Deals

Monday November 11, 2024 7:45 am PST by
Black Friday is getting closer, and prices on MacBook Pro, MacBook Air, iMac, and Mac mini computers have started to drop as the shopping holiday nears. These deals include the latest models of the M4 MacBook Pro and iMac. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site...
iOS 18

Here's Everything New in iOS 18.2 Beta 3

Monday November 11, 2024 4:53 pm PST by
Apple seeded the third betas of iOS 18.2 and iPadOS 18.2 to developers for testing today. While the third betas of each update are minor relative to the first two betas, there are still a handful of changes across the Photos app, TV app, and more. A corresponding iOS 18.2 public beta with these changes will likely be released later this week, and Apple previously confirmed that the software...
General Final Cut Pro Feature

Apple Likely to Announce Final Cut Pro Update This Week With These New Features

Sunday November 10, 2024 12:13 pm PST by
In its announcement video for the new Mac mini last month, Apple teased an "upcoming" version of Final Cut Pro for the Mac. Apple will likely announce the update during the annual Final Cut Pro Creative Summit, which begins this Wednesday. The conference is held in association with Apple, and attendees will be visiting Apple Park on the first day. Apple already teased four new features...
iPad iOS 16 WP Display Feature eric edit

Apple to Launch AI-Powered Home 'Command Center' as Soon as March 2025

Tuesday November 12, 2024 1:09 pm PST by
Apple is planning to launch an AI-powered smart home display as soon as March 2025, according to Bloomberg's Mark Gurman. The display will measure in at approximately six inches, and while it is similar to an iPad, it is square rather than rectangular and it has thick bezels around the edges. There is a camera at the top front so that it can be used for FaceTime, plus there are internal speakers...