A little fruit with big ideas has retained its title as the coolest brand in Britain, beating off competition from big luxury names and poor reviews for some of its products, research has shown.
Apple topped the CoolBrands list after 3,000 consumers and a panel of 38 "key influences" like model Daisy Lowe backed the iconic company behind the iPhone and MacBook.
James Bond car maker Aston Martin came second with Rolex in third.
This year's losers included Skype, BBC iplayer and high end brands like Selfridges and Liberty.
BBC iPlayer dropped from last year's sixth position to 16, Skype fell out of the top 20 altogether, while music streaming service Spotify is the only new digital entry at 20.
Both Selfridges and Liberty failed to place within the top 20, having featured at 14 and 10 last year, meaning no retailers made the top group.
Stephen Cheliotis, chairman of the CoolBrands council, said: "While Apple remained number one this year, question marks remain as to how long they might hold this position in the face of an increasingly competitive set of rivals."
And the top 10 are:
- Aston Martin
- Virgin Atlantic