Apple is one of the most trusted brands among people in their twenties, new research claims.
San Francisco research company Outlaw Consulting released research last week which found that US consumers aged 21-27-years old ("Generation Y") are drawn to brands which keep it simple.
Apple tops the surveys 'most trusted' list, in which respondents were asked to identify their most trusted names from a 100-strong sample list.
Outlaw strategic analyst Holly Brickley said twenty-somethings favour brands which reach them in a "straightforward and stripped-down way, use plain packaging, and avoid excess."
"Apple's computers and iPods are so clean and simple and easy to use," said one respondent. "No excess."
The survey was completed in late 2006.