Brand 'worth more than moon trips'

Apple's brand value is more than the total cost of running the Apollo Space programme, according to a new report by a branding agency.

Apple's brand value is more than the cost of the Apollo space missions, figures show
Apple's brand value is more than the cost of the Apollo space missions, figures show

Brand Finance identified that the maker of the iPhone and iPad has a value of 104.7bn US dollars (£64.6bn); nearly double that of its closest rival on the list, Google. Apple came top of a list of 500 companies, also finishing ahead of the likes of Amazon, Microsoft and Coca-Cola.

The figure is more in today's money that it cost Nasa to put a man on the moon, and to operate the subsequent Apollo missions between 1969 and 1972.

In comparison, Google's brand was estimated to be worth 68.6bn US dollars (£41.2bn), putting the Android operator in second place on the list.

Brand Finance compiled the report by estimating the royalty rate that would be charged in order to use a brand name, based on current and expected revenue results.

The report comes a day after Apple launched a cut price version of the iPhone 5c in the UK, as well as reducing the price of its fourth generation iPad. A new iPhone is also expected to be released this year.

Competitor Samsung have four new devices launching on a single day next month; including three new smart watches.