Innovation and entrepreneurship are very much the flavour of the month. Widely regarded as instrumental in the next wave of economic growth, determining the ultimate recipe for innovation and entrepreneurial success is by many considered to be the holy grail. Indeed, we are all being encouraged to become like Steve Jobs, Mark Zuckerberg and other hero entrepreneurs that somehow went from eating macaroni and cheese in a garage or a campus dorm room every night, to becoming obscenely rich by inventing new things we now obsessively use or log into every day.
The Apple brand is not only one of the most famous in the world, it is also the one with the highest value. Although Apple shares have plummeted during the last months, the latest brand value rankings show that the brand remains the best in the world. In addition to this, in the third quarter of 2012 Apple had a market capitalisation of US$ 625 billion, by far the largest in the world, on top of which it had and it had a US $117 billion cash hoard. You would think that a company this size would pay a fair amount of tax, but Apple thinks differently.