Apple's efforts to move from an essential and egalitarian line of products to a brand for the stylishly well-heeled seems to be taking hold in consumers' minds.
Over the past 12 months, the number of people around the world who believe that Apple is indispensable has dropped sharply, according to FutureBrand's 2015 global branding index.
At the same time, Apple's overall brand perception jumped from fourth place in the index last year to second place this year, behind number one company Google.
Apple's strong sense of purpose, thought leadership and individualism helped it leapfrog over Microsoft and Disney in the rankings.
While the Apple brand perception is beating its rivals, most people do not see the company's products as a necessity in their everyday life.
Half the respondents in the FutureBrand index rated Apple as indispensable last year, but only 36 per cent did so this year – one of the biggest drops in any brand attribute among the top 10 brands in the survey.
A full version of this article was published on campaignlive.com.