The escalating trade war is starting to damage Apple's brand in China, according to a new survey of Chinese consumer trends.
The brand consultancy Prophet surveyed 13,500 Chinese consumers and discovered that a wave of nationalism is sweeping across the country, deterring many from using US brands.
Apple plunged in the company's latest brand-relevance index, published Wednesday, which asked respondents which brands they liked the most.
Apple crashed to No.24 in the index, falling from No. 11 last year. Before the trade war began, Apple was No. 5.
Rivals like Huawei soared in the index to the No. 2 spot, just behind Chinese payment service Alipay.
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