Tech giant Apple is losing its “exciting brand” image. At present its reputation is less recent than three years ago Brand survey The results have been published. Samsung and Apple are currently considered equally inspiring companies in the United States.

From the results of the survey, conducted by consultancy firm “Added Value”, the company’s analysts fear that Apple has not been able to move in the right direction since the death of founder Steve Jobs.

Although the iPhone maker’s brand has a good overall score, the survey found that Samsung has a better reputation worldwide, especially in East Asia.

With the release of the Apple iPhone 5, the smartphone series lost its “innovative” brand image, as its structure and features did not differ much from those of previous iPhone models.

Research institute Gartner According to estimates, Samsung and Apple together account for 52% of the current global smartphone market. However, in the last three months of 2012, Samsung sold about 64.5 million smartphones, which is far more than Apple’s 43.5 million units of iPhone sales at the same time.

Apple also introduced the iPad mini in response to other companies’ smaller tablet devices to compete in the tablet computer market, giving the company the impression of “following” rather than “leading”. In addition, Apple, which has been embroiled in a global patent battle, has received significant recognition in a number of lawsuits, but since 2012, capital markets have failed to deliver on their expectations.