Apple's incoming CEO, John Ternus, is set to inherit an intriguing marketing challenge from his predecessor, Tim Cook. By most metrics, Cook is leaving the company's longtime hardware chief with a brand in top shape. Data from the brand valuation consultancy Brand Finance, shared exclusively with CMO Insider, pegs Apple's brand value at $607.6 billion, its highest ever. This represents the value a company would be willing to pay to license Apple's brand. The business fundamentals are solid, too.