Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Axios on your phone

Get breaking news and scoops on the go with the Axios app.

Download for free.

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!
Expand chart
Data: Harris Poll; Chart: Danielle Alberti/Axios

Americans have fallen further out of love with Big Tech, the latest Axios/Harris 100 brand reputation poll shows.

Why it matters: Even though Americans were hyper-connected to their devices throughout the pandemic, their relationship with many of the world's biggest tech firms has continued on a downward trend, suggesting that people see their products as necessary evils.

Social media leaders Facebook and Twitter failed to improve their standing near the bottom of the list, despite their role in helping users stay connected through pandemic-era isolation.

  • The biggest loser among tech giants was Google, which faced PR headwinds in 2020 as the government sued it for monopolistic practices.
  • Amazon lost its place at the very top of the reputational roster but retained a strong positive rating.
  • Apple, which spent the last year making record profits and touting its privacy protections, was the only tech giant to substantially improve its reputation score.

Overall, companies that sell products and services to businesses and individuals — like Microsoft, Apple, Sony and HP — fared much better than ad-supported social media and information tech companies like Facebook, Google, Twitter, TikTok and Reddit.

  • Streaming tech companies like Hulu and Netflix fared better than both those groups this year, but slightly worse than previous years, as streaming fatigue sets in.

How it works: The Harris poll first identifies the 100 most visible companies and then ranks them based on what respondents think of them.

  • So "being in the top 100" alone doesn't mean a company is beloved. And brands near the bottom of the list have a lot of work to do on their reputations.

The big picture: Tech's reputation does not compare favorably to other industries in the poll. While sectors like pharmaceuticals, energy and financial services saw tremendous gains during the pandemic, tech and media suffered.

What to watch: Newcomers to the poll this year, like TikTok and Reddit, show that newer tech firms are becoming more visible to Americans.

Go deeper: Read the full results of our Axios/Harris 100 reputation poll and learn more about the methodology.

Go deeper

Updated May 26, 2021 - Axios Events

Watch: A conversation on Axios Harris Poll 2021 rankings

On Wednesday, May 26, Axios media reporter Sara Fischer and editor-in-chief Nicholas Johnston unpacked which brands have become America's favorites and how the past year has impacted their reputations, featuring The Harris Poll CEO John Gerzema, 3M senior vice president of communications Brian Henry, MDC Partners chairman and CEO Mark Penn and The Stagwell Group vice chair Ray Day.

  • John Gerzema on the notably low rankings of social media companies in the Axios Harris Poll: "The big winner this year was probably Apple on the basis of their privacy...But basically, we saw the decline of social media platforms...We had all kinds of controversy around the platforms obviously this year."
  • Brian Henry on how businesses and brands should continue to build resilience: "The lessons learned over the last year can't just be that we now know what PPE stands for. It is that we are smarter as a global community to stay ahead of, respond to and be ready for the next pandemic."
  • Mark Penn on who drives the reputation of companies: "Investors don't drive corporate reputation, more or less. What drives corporate reputation in this survey is much more of the consumers who see and use the products...They want to know that it's consistent in what it stands for."
  • Ray Day on how companies can improve their overall reputation: "The price of entry is to have strong products and services...I always think of reputation as an equation. It's the sum of your company performance, the way you behave, and then how you communicate or market that determines whether your reputation goes up or whether it declines."

Gaming console losses are a hot topic at Epic v. Apple trial

The question of whether game consoles are really sold at a loss has taken on unexpected relevance during the Epic-Apple trial, as Apple’s lawyers have pressed for specifics.

The big picture: The conventional wisdom in gaming has long been that Sony, Microsoft and Nintendo sell their game consoles with zero or negative margins.

At least one person killed, 99 missing after deadly Miami-area condo collapse

A massive search-and-rescue operation is underway after a portion of a 12-story residential building in Surfside, Florida, collapsed at approximately 1:30 a.m. Thursday, according to AP.

The latest: Officials have accounted for 102 people who lived in the high-rise Champlain Towers South, but 99 people remained unaccounted for by midafternoon, said Mayor Daniella Levine Cava of Miami-Dade County at a press conference Thursday afternoon.