iPhone Knocked Off Top Spot of ‘Cool Brands’ Index by Aston Martin


Closeup photo of the bottom of iPhone 4, including the speakers and dock connector

Despite its unprecedented success and staggering popularity the world over, Apple’s iPhone is no longer Britain’s coolest brand, having been knocked off the top spot of the ‘Cool Brands index’ by Aston Martin.

The influential survey is made up of 2,000 consumers and a panel of 35 designers, style magazine editors, and website executives, who have deemed Aston Martin vehicles as Britain’s most desirable product — pushing the iPhone into second place.

The desire to own an Aston Martin vehicle is believed to have been fueled by James Bond, who can be seen driving a whole host of the company’s vehicles in the films. Despite being nearly 100 years old, the car manufacturer still maintains its appeal, according to the survey, while cutting edge technology — such as the iPhone — struggles to keep up.

Stephen Cheliotis, the chairman of the CoolBrands Council, said:

“Traditional favourites continue to challenge new, cutting edge brands, which is reflected perfectly by the return of Aston Martin as the coolest brand despite close attention from iPhone.

“Aston Martin combines three key elements – power, beauty and soul. Its sleek, polished and sexy cars ensure the brand continues to dominate the list of the nation’s coolest brands, as judged by experts and consumers alike.”

What’s most surprising to me, however, it that although Apple’s iPhone sits in second place, and its iPod in third, Apple itself is way down the list at number 13. Brands above it include Bang & Olufsen, Nintendo Wii, Google, and even BlackBerry. (Yes, BlackBerry!?)

The 20 coolest brands in the U.K., according to the survey, are as follows:

1. Aston Martin

2. iPhone

3. iPod

4. BlackBerry

5. Bang & Olufsen

6. Harley-Davidson

7. Nintendo Wii

8. Google

9. Ferrari

10. Dom Perignon

11. BBC iPlayer

12. Vivienne Westwood

13. Apple

14. Tate Modern

15. You Tube

16. Mini

17. Chanel

18. Ray Ban

19. Alexander McQueen

20. Jimmy Choo

Do you think Apple should be higher up the list?

[via The Telegraph]