It's been just three days since the iPhone 5 went on sale and Apple has been voted the coolest brand in the UK.
Apple took the top spot from car maker Aston Martin which has won the award six times out of the last seven years of the CoolBrands survey. Five of the top six entries in this year's list were technology brands. See also: Should I upgrade to iPhone 5 from iPhone 4S?
Video website phenomenon, YouTube, came in second with Twitter, Google and BBC iPlayer rounding out the top six. The results are decided by responses from 3,000 consumers and a panel of 39 experts, according to the BBC.
Other online and technology brands reaching the top 20 include: Bang & Olufsen, Sony, Bose, Skype and Nikon.
The iPhone 5 starts at £529 in the UK but it appears that not everything has to cost a lot for it to be cool. A quarter of the top 20 coolest brands are free.
Stephen Cheliotis, chairman of the expert panel at CoolBrands said: "It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure,"