The iPhone has been named Britain's coolest brand in this year's CoolBrands survey.
The must-have mobile phone knocked luxury car manufacturer Aston Martin from the top spot, while Apple and iPod took the third and fourth positions.
YouTube, BlackBerry, Nintendo and PlayStation all surged up the list, ensuring eight out of the top 10 brands were technology-related.
Google also managed to remain in the top 10 despite falling two places from last year.
"Considering cool is seen to be very fluid and changeable the top twenty shows remarkable consistency with 15 of last year's top twenty in there again; equally most of the category winners are the same - so much for cool being a fleeting thing," said Stephen Cheliotis, chairman of the CoolBrands Council and chief executive of The Centre for Brand Analysis.