Cause for concern? Report says Apple is now Japan’s top consumer brand


A report published from the Japanese publication The Nikkei states that Apple, not Nintendo, Sony, or even Microsoft, is officially the top consumer brand in all of Japan. This is the first time that Apple has claimed the top spot in the Land of the Rising Sun with a a score of 90.5 (out of 100) in terms of total brand power. Car manufacture Toyota came in second in a separate survey, yet neither Nintendo or Sony were ever mentioned as to where they ranked in the report.

As odd and slightly off-putting as that seems, does this published report further hint that Apple is slowly becoming more and more of an apparent threat to Japanese video game giants such as Nintendo and Sony? Personally, Apple succeeding in a market such as Japan is both an accomplishment and testament to the late Steve Jobs’ legacy. Devices like the iPhone and iPad continue to sell like hotcakes in various markets outside North America while the 3DS gathers steam, yet this survey conducted through 52,000 people says otherwise.

What do you all think of The Nikkei’s findings? I for one am not a firm believer that consoles or traditional handhelds will not go the way of the dodo, yet Apple is slowly but surely beginning to win the hearts of the Japanese. Discuss!

Photo courtesy of Apple Gazzette. 

Harrison Milfeld is a writer, editor, and freelance journalist from Missouri. Ever since he could walk, Harrison has been an avid fan of the world of Nintendo. For years, he has purchased every one of the company's subsequent products (yes, including the Virtual Boy and eReader). It wasn't until he was a young teen when he bought a PS2 that he began to embrace cross-console relations, a decision he doesn't regret. When he's not gaming, Harrison is looking to break into the magazine journalism industry and realize his dream of becoming a features reporter.


  1. Pokemon. Dragon Quest. Monster Hunter. Mario. Musou.

    Whoever has those on their console will have success.

    Really, that’s that.

    Couldn’t really care about who is “top consumer brand” or whatever (and what they use to determine that).

  2. ^^those comments specifically pertaining to Japan.

  3. This is actually extremely interesting from a non-gaming perspective (keep in mind that ‘consumer brand’ does not equate to video games company). I certainly understand Toyota as well, but Sony should definitely be up there. They are easily the biggest electronics company in Japan–there is no way that they aren’t up there.

    As for eating into gaming, I’d say that it won’t happen from a consumer’s point of view. I don’t think anyone out there, short of Rovio themselves, thinks that Angry Birds is of the same quality and entertainment value as Kid Icarus: Uprising. Touch devices may be wise investments for corporations, though. Small dev costs and a ton of impulse buys are very tempting. Spending millions of dollars on software production, more on cartridge/discs/other overhead for something that people have to save up for is not.

    Honestly, because I mostly play JPRGs, and they are a little bit on the non-interactive side of things, I would welcome a really great turn-based RPG on my phone. None exist currently, and moving around the map has proven to continue to be a hassle. Given time, though, I’m sure that it will happen, and I’ll have to pay $4 for a fifth of a story.

  4. Apple taking over the gaming industry is a scary thought. I’m perfectly fine with playing with a handheld or gaming console and spending money on a quality game. You can keep your Angry Birds Apple, I’ll stick to my Super Mario, and Legend of Zelda.

  5. Apple makes (mostly) outstanding products, and they deserve their success. But there’s no reason simple mobile gaming and more complex titles on dedicated gaming handhelds and consoles cannot co-exist.

    I do think Apple’s one peripheral away from potentially taking over the gaming market (imagine an Apple-designed snug, slim gaming cradle that holds the iPhone and provides thumbsticks and buttons), but that hasn’t happened yet. This is one reason Nintendo went after a concept phones couldn’t yet duplicate on a wide scale: 3D. If Nintendo keeps concentrating on making outstanding, wonderful games like Kid Icarus Uprising, they’ll be fine and in a good position to adapt to a changing hardware market.

  6. There is no need for concern. We hear this stuff all the time. Apple will have it’s niche – be it Macs, iPhones, iPads or iPods – and so will Nintendo, Sony and Microsoft – be it gaming consoles, PCs or TVs.

    People worry over nothing. I’m looking forward to the Wii U, not worrying about something like this.

    (Haters gonna hate)

  7. Meh… The fact stands that Nintendo, who only makes gaming devices/games, can even “compete” with electronic corporation giants, just goes to show just how great they are at what they do. If anything I’m surprised Sony isn’t #1.

    Apple is at the top of their business mountain now, their bubble will pop, whether it’s because of their fear of change, or the customers getting tired of the same old thing. Nothing new.

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