The expectations have some fans grumbling about the lack of transformational products during recent launches.

The company has largely upgraded existing product lines instead of releasing anything as revolutionary as its last huge category changer in , the iPad. Speculation swirls about whether the Cupertino, Calif. But Forbes' study of the top brands illustrates that the Apple name is as strong as ever.

It is worth nearly twice as much as any other brand on the planet by our count.

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The company sold a record It also moved Roughly 30 billion songs have been sold on iTunes since it launched in Design has been a large contributor to the strength of the Apple brand. The value of the brand is flat over the past three years, as Microsoft struggles to make the transition from a PC to a mobile world. Coca-Cola is the only non-tech brand to crack the top five, ranking No. Coca-Cola sold Those sales represent half of the company's soda revenue.

To determine the best brands, we started with a universe of more than global brands. We required brands to have a presence in the U.

Forbes valued the brands on three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry e. We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value click here for the full methodology.

The most valuable brands span 15 countries across 20 broad industry categories. But the reality is that creating a decent business is not easy. There are many smartphone companies, some bigger than OnePlus, with phones that are as good as some made by OnePlus, and yet, they haven't succeeded in India's cutthroat smartphone market. The reason is that it is not necessary for something to be as easy when put into practice as it is great when on paper. But OnePlus has done it.

The OnePlus One was a truly high-end phone at a very affordable price. It was available for around Rs. The OnePlus 2 had some issues and the same was true for the OnePlus X, but some of these issues could be attributed to the debacle called the Snapdragon that ran fast and hot. But since the OnePlus 3, the brand has regained its mojo, year after year, phone after phone. At the same time, it has -- until now -- not wavered from its focus. Recently, on being asked why OnePlus is not making a cheaper smartphone in India, Lau told India Today Tech, "For now, we don't want to focus on anything other than creating the world's best smartphone.

That is our guiding idea. We also think that consumers everywhere, whether they are in Europe, America or India, want the best product. We don't want to treat Indian consumers differently by giving them something else. We want to sell the same quality phone in every market. The market will surely change, and we don't know how it will change for the OnePlus. May be, it will change for the better, or may be, its competitors will strike back.

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But for now, the game-plan that OnePlus co-founders Carl Pei and Pete Lau came up with in has worked well enough. This is the reason why Counterpoint, in its research note, says: "With every flagship phone, the OnePlus user base has been growing in India and this has now started translating into record sales for every new flagship it launches.

Given how OnePlus has, so far, tackled the early supply and demand issues, kept quality intact, handled feedback with grace, accepted mistakes and fixed them, the future looks bright for the next chapter in the brand OnePlus story, whether that chapter starts with the OnePlus 6T late this year or with the OnePlus 7 next year. OnePlus is India's top premium phone brand and its journey is a masterclass in execution, focus On Tuesday, Counterpoint research came out with its smartphone report card for the Q2, Get real-time alerts and all the news on your phone with the all-new India Today app.

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