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]

  • JayeDee369

    I would go so far with that list, it mixes companies with products, so in reality Apple has 3 slots taken up 2, 3, and 13. If the list was more centered around companies and Apple came up 13 then I’d be shocked but considering this mashup they did, I wouldn’t worry too much.

  • Jessie Robyn Yelle

    We saw it with the riots in the UK – Blackberry is somehow wildly popular. In fact, most of my English friends admit they do have Blackberries – they see Apple as a music brand (using iPod touches, etc.) but not a phone.

  • Ciclismo

    You sure it has nothing to do with the fact that RIM handsets use an encrypted service for text and e-mail?

  • 5imo

    That is completely irepresentative of Britain! BlackBerry is not cool to any stretch of the imagination here or abroad, I’m surprised tablet PC’s wernt on that list there cool… Right? The people asked in this survey probably think windows is revolutionary and that Gordon Brown is cool.

  • Hampus

    “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.”

    A very good hypothesis… It probably adds a lot to Aston Martin as a brand, however, it’s a very odd explanation to why Aston Martin knocks iPhone of the top spot now with several years since the last Bond movie… Can’t say I can give a better theory myself though…

  • Misstech12

    Yeah, cause a survey of 2,035 people really is a representation of what Britain thinks is ‘cool’.

    Furthermore, since when did the iPhone, iPod and the Wii are not brands.

  • Enough

    Calm down, no one is trying to take the iPhone out of your fanboy hands.

  • joewaylo

    Wait. BMWs aren’t a top 20 collector’s item in UK?

  • Alexander Popov

    iPhone is not a brand. Apple and Aston Martin are. I agree that a V12 Vantage Zagato is much cooler than an iPhone. http://www.evo.co.uk/news/evon

  • twitter-16071221

    I guess straight teeth didn’t make it onto the Top 20 again?

    (I kid the British…I do!)

  • Anonymous

    You mean Bavarian Motor Works, the *German* manufacturing company?!?

  • Chris Killen

    What if you have an Aston Martin AND an iPhone like me? http://i.imgur.com/avQMy.gif

  • Kendall Tawes

    They also make a list of cool cars including the Boeing 767 and a chicken.

  • Richard Mears

    Not sure why no one’s mentioned this [and the author missed a trick with the picture]: 

    What car do you think Jony Ive drives? 

    That’s right.