FRUIT THEMED Apple apparently is the coolest brand in the UK, according to a firm that makes a list of cool brands in the UK.
The cappuccino company, which just released the Iphone 5, has beaten car maker Aston Martin to the top spot for the first time in six years.
Apple is the coolest brand and Youtube, a website where people share videos, is the second coolest. Car company Aston Martin is third, Twitter is fourth and Google is fifth.
If this has you wondering when the definition of 'cool' changed, well join the club. The rest of the top ten are made up of the BBC Iplayer, the Glastonbury festival, Virgin Atlantic, Bang & Olufsen and Liberty, the top-end high street retailer.
We'll call the list eclectic, with a particular, or peculiar, focus on technology and websites. It is selected by a grab bag of heavy rimmed spectacle wearers, trend setters, jet setters, models, pundits and musos, and is released every year.
There are judging criteria involved, rather than, as we suspected, someone showing Instagram photos of things to people in a bar in East London, and judges are asked to assess brands based on six things - their style, innovation, originality, authenticity, desirability and uniqueness.
While Apple sits atop of the glowing list of coolness this year, Blackberry and Nintendo, two firms that were considered cool enough for entry last year, do not make a showing now. µ