Apple is perceived as less 'inspiring' than it was three years ago, according to a brand survey.
The survey by consultancy Added Value said that iPhone rival Samsung is now seen as equally "inspiring" in the US.
According to the BBC, analysts fear Apple may have lost its way since its visionary co-founder, Steve Jobs, died in October 2011.
Added Value, part of Sir Martin Sorrell's WPP group said that while Apple's brand still scores more highly overall, Samsung's is more consistently appreciated across the world, particularly in East Asia.
The report said that analysts believe that Apple may be sitting on a 137 billion dollars cash mountain, but unless it can recapture its role as an "inspiring" technology leader and settle its legal battles, the perception may grow that its best days are behind it.
According to the survey, the top 10 brands perceived to be the most 'visionary, inspiring, bold and exciting' were Google, Apple, Samsung, Ikea, Microsoft, Sony, BMW, Audi, Coca-Cola and eBay.