Apple's biggest smartphone rival, Samsung, has overtaken the Cupertino-based company when it comes to brand simplicity, a key indicator in determining a firm's popularity with customers and employees, according to a survey by Siegel & Gale.
The Global Brand Simplicity Index evaluates customers' experiences with various global brands, and argues that a "simple" brand is vital for a company's customers as well as its employees, creating a higher level of loyalty and willingness to pay from the former, and increased innovation from the latter.
The survey by Siegel & Gale interviewed 10,000 people in seven countries.
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When it comes to global ranking, Samsung is now ranked eighth, with Siegel & Gale commenting, "Its flagship product, the Android-operated Galaxy, has been stealing iPhone market share with its easy-to-use functionality and elegant design."
The Samsung/Apple rivalry continues to heat up. Samsung recently launched a new curved smart phone in Korea, a first step for the company's flexible screen technology that will grace smartwatches and fitness trackers.
Apple meanwhile showed off its new iPad Air and iPad Mini on Tuesday. The new iPad Air weighs only one pound and is 20 percent thinner than its predecessor.
(Read more: Apple reveals new iPad Air, iPad Mini)