What makes Apple the best brand in the world (ranked N1 by Interbrand) knowing its products are not better than competitors ?

Because apple has built one of the most hardcore fan bases ever, one that will gladly pay a premium because of the perceived value attached to apple products

Hi all! Whether it's iPhone, iPad, or MacBook, apple products are designed with advanced technologies to ensure a smooth experience and efficient multitasking. This allows users to easily switch between applications and complete tasks. Additionally, the company's attention to detail in both hardware and software ensures that their devices last longer, providing users with a high return on investment, and for this, many users appreciate the brand.

Because, it's aim all categories, it's aim people that love appearance the shape of the phone, and also they aim all functions of quality of product, and finally have creativity in shape and quality that beat all phones companies, so it's full interested for all categories of people around the world

The starting poimt of Steve Job is "having a product".

Steve always insisted that customers do not want to "buy" a product , they would like to "have" product. Thus he focused shapes, skin of the product to feel etc.. Shortly he focused on design in customer eye more than electronic circuits. Because customers can not touch electronic chipboard but they can feel and buy esthetic designs. The story can be started with a bigger fan and a smaller transformator but the success point is visual design.

Its not just the Branding, its a combination of "Innovation, Technology, Branding, Sales, and Loyalty" that drives any brand to become the best.

Apple represents the biggest consumer base in the world i.e. USA

Therefore, it is no rocket science to understand why it is still number 1, rather than Samsung, that has crossed it in technology and innovation.

In China, the worlds other largest consumer base, they have their own hero in XIAOMI, which is in reality giving a very tough time to both Apple and Samsung.

So, coming back to your question, its largely driven by all those factors mentioned above, and not just "being cool" .. which might have been true if we go back into 90s and see Apple PC branding..