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Last Sunday, Mark Sainsbury of RadioLive had a chat with the oh so very knowledgeable Vincent Heeringa about Apple and its future in light of recent events.

In this years BrandZ Top 100 Most Valuable Global Brands study, Apple was plucked from the number one spot by the almighty Google. This is the first time in the last three years that Apple has not been the most valuable brand in this study with a 20% drop in brand value.

In the interview Mark Sainsbury and Heeringa compare Apple to Blackberry. Contrasting the strategies that both brands have used, they discuss what led to Blackberry’s demise. “It’s innovate or die in this business … and Blackberry simply refused to innovate” says Heeringa. 

Apple seems to have not too much to worry about though according to Heeringa. “They sold $45 billion in devices in this last quarter making a $13 billion profit. That’s a 40% margin.”

Listen to the full audio here.