Tech rules UK’s CoolBrands survey, with Apple taking first place from Aston Martin

apple store logo samsung lawsuitFresh from its sales success with the iPhone 5, Apple has topped the annual CoolBrands survey in the UK for the first time, knocking luxury sports car brand Aston Martin off the top spot, and leading a tech-fueled assault on the overall top 20.

Built from a database of influential brands, a short list of 1,250 companies were presented to nearly 3,000 British consumers, and an “expert council” of 39 independent industry figures. Each brand was then judged, but as “coolness” is a very difficult thing to define, voters were told only to consider six points before rating each brand out of 10.

Those points were style, innovation, originality, authenticity, desirability and uniqueness. With the results in, a final score was calculated with an 80/20 bias towards the expert council’s opinions.

So, according to the survey, the CoolBrands’ top 20 for 2012/2013 looks like this:

  1. Apple
  2. YouTube
  3. Aston Martin
  4. Twitter
  5. Google
  6. BBC iPlayer
  7. Glastonbury (music festival)
  8. Virgin Atlantic
  9. Bang & Olufsen
  10. Liberty
  11. Sony
  12. Bose
  13. Haagen-Dazs
  14. Selfridges
  15. Ben & Jerry’s
  16. Mercedes Benz
  17. Vogue
  18. Skype
  19. Nike
  20. Nikon

As you can see, half of the top 20 is occupied by tech brands, and although Aston Martin’s technical achievements fall more on the engineering side of the fence, one could argue that the top six are all technology companies or services.

This year’s list is particularly interesting when compared to the results from 2011/2012. Apple was second to Aston Martin last year, while YouTube was tenth and Google was seventh. Neither Twitter nor the BBC’s iPlayer online TV catchup service were present, and nor was Skype, Sony or Bose.

A couple of big tech names have disappeared from the list though, and perhaps unsurprisingly, BlackBerry’s number six position hasn’t been replicated this year. Nintendo, previously at number 16, has also lost out.

Twitter is the highest rated new entry from the tech world, and it’s interesting to note the absence of Facebook from the list, while Nikon makes its first entry into the CoolBrands’ top 20 too.

In the automotive world, Harley Davidson was at number three last year, Ferrari was at number 8 and Maserati just entered the list at number 20. None make an appearance this year, and aside from Aston Martin, Mercedes Benz is the only other car manufacturer on the list.

You can seen the complete list of all the category winners on CoolBrands’ website.

Product Review

Mercedes-Benz updates the timeless G-wagen for the modern world

For decades, the G-Class has been an outlier in the Mercedes-Benz portfolio, a body-on-frame brute with the soul – and driving manners – of an off-road pickup. With the all-new G550, Mercedes seeks to smooth out some of the rough edges.
Emerging Tech

White spots on Ceres are evidence of ancient ice volcanoes erupting

Scientists are pouring over data collected by NASA's Dawn mission to learn about the dwarf planet Ceres and the bright white spots observed at the bottom of impact craters. They believe that these spots are evidence of ice volcanoes.

From DSLRs to mirrorless, these are the best cameras you can buy right now

From entry-level models to full-frame flagships, many cameras take great photos and video. The best digital cameras, however, push the industry forward with innovative sensors and improved usability, among other things. Here are our…

Apex Legends proves battle royale is no fad. In fact, it’s just getting started

Apex Legends came out of nowhere to take the top spot as battle royale in 2019, and it now looks as if it'll be the biggest game of the year. Its sudden success proves the battle royale fad still has plenty of life left in it.

This Mac keyboard is slim, dark, and clicky, but it’s still not perfect

There aren't many great mechanical keyboards for Macs. The Keychron K1 is just the latest attempt to join that hallowed group, but does its blend of style and substance tick all the boxes?

These 30 useful apps are absolutely essential for Mac lovers

There are literally hundreds of thousands of great software programs compatible with MacOS, but which should you download? Look no further than our list of the best Mac apps you can find.

Smartwatch sales soared in 2018, with Apple leading the charge

The NPD Group, a market research organization, has reported smartwatch sales soared in 2018. Apple is leading the charge, but it's clear there's still room in the market for competitors, as Samsung and Fitbit also did well.

Need a date for Valentine's Day? Cozy up with the best dating apps of 2019

Everyone knows online dating can be stressful, time-consuming, and downright awful. Check out our top picks for the best dating apps, so you can streamline the process and find the right date, whatever you're looking for.

One of these monitors will look great next to your new MacBook Pro

Apple doesn't make its beloved Cinema Display monitors anymore, which makes finding the best monitor for the MacBook Pro more difficult. In this guide, we break down some of our favorites and offer something for every size and budget.

Apple loses battle to use Intel modems in Germany in latest clash with Qualcomm

Apple is following the Federal Trade Commission's lead and has sued Qualcomm for a massive $1 billion in the U.S., $145 million in China, and also in the U.K., claiming the company charged onerous royalties for its patented tech.

Worried about extra data charges? Here's how to check your usage on an iPhone

It's common to get a little nervous about nearing data limits. Keep your peace of mind by checking how much data your iPhone is using. Our guide on how to check data usage on an iPhone helps you stay in control.

New Apple patent hints clamshell-style foldable phone may be in the works

Apple has filed a patent for a foldable phone that suggests the company could be following in the footsteps of the likes of Samsung and Huawei. The patent describes a clamshell-style foldable phone with two separate sections.
Home Theater

Hi-res streaming audio service Qobuz arrives in U.S., threatens Tidal’s monopoly

For several years, Tidal enjoyed a monopoly on hi-res music streaming in the U.S. Now, French company Qobuz is here to offer some competition with a variety of monthly plans starting at $10 a month.

Save space on your iPhone by turning off Live Photos in the camera app

If you want to save storage space on your iPhone or reduce the size of your backup for iCloud, then you should think about turning off Live Photos in the camera app. Find out exactly how to do it with our easy guide.