{
  "id": 6426161,
  "title": "Apple falls behind Samsung in brand intimacy for the first time in 16 years",
  "url": "https://urgent.news/2026/09/09/apple-falls-behind-samsung-in-brand-intimacy-for-the-first-time-in-16",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-09T14:20:05.000Z",
  "source": {
    "name": "AppleInsider",
    "slug": "appleinsider",
    "url": "https://appleinsider.com/articles/26/09/09/apple-falls-behind-samsung-in-brand-intimacy-for-the-first-time-in-16-years"
  },
  "original_language": "en",
  "account": null,
  "summary": "Apple lost considerable ground with consumers in 2026, with its brand intimacy score falling sharply while Samsung treads water. The reasons why are complicated. Image credit: MBLM MBLM has released its annual study of brand intimacy, evaluating how attached consumers are to specific companies. This year's study comprised 425 brands across 23 industries. 2026 marks a first for Apple, though…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}