I'm not knocking $AAPL here, I'm a holder, but it's really weird to say brand value is a 'leading indicator' of x,y,z. It should be calculated in the reverse. $AAPL vs comparable 'generic', normalize, factor differences in op metrics, get brand value as an output. Also, I think you can distill this down into much simpler terms: iOS vs Android is the mobile battleground. Can just map out cust satisfaction/churn of the two, look at the differential, and figure out who has positive flow. Should paint a fine picture, unless you believe that people are going to just straight up stop using smartphones and the market is oversaturated.