Something to do with cultish devotion and $153bn in monetary worth.
The latest 'BrandZ' study by global brands agency Millward Brown puts Apple and the top, supplanting last year's top dog Google.
It says Apple's attention to detail and diversifying product range enable it to behave differently from other consumer electronics makers.
Peter Walshe, global brands director of Millward Brown, told Reuters: "Apple is breaking the rules in terms of its pricing model.
"It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."
Behind Apple in the list are Google, IBM, McDonald's, Microsoft, Coca-Cola, AT&T, Marlboro, China Mobile and General Electric.
Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.
The full list and report can be downloaded here.