Midland carmaker Aston Martin has lost its title as the coolest brand in the UK, according to a new survey.
The luxury vehicle manufacturer lost the top spot to technology superbrand Apple, which has just launched its iPhone5 to near universal acclaim.
Warwickshire-based Aston Martin fell to third place after dominating the annual CoolBrands list for six of the last seven years.
The 11th annual poll placed YouTube second, Twitter fourth and Google fifth.
Just under 3,000 consumers and a panel of 39 “key influencers”, including chart acts Rizzle Kicks and Plan B and Birmingham-born actor David Harewood, ranked a shortlist of 1,200 brands from more than 10,000 initially considered.
The panel scored each brand for factors including innovation, originality, style, authenticity, desirability and uniqueness ahead of the public vote.
The BBC iPlayer, the Glastonbury festival, Virgin Atlantic, Bang & Olufsen and department store Liberty rounded out the top ten.
Almost half the list, 45 per cent, was made up of technology and media brands compared with just a quarter last year, while a record number of online brands made the top 20.
Among the highest movers into the top 20 were Twitter, Skype and Nikon.
YouTube was up eight places from last year while Facebook did not feature at all in the top 20.
It was also the most “affordable” list yet, with 25 per cent of the brands free to consumers including YouTube, Google, Twitter, Skype and BBC iPlayer, and 15 per cent costing under £10 including Haagen-Dazs, Ben & Jerry’s and Vogue. Luxury brands which fell out of the top 20 included Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen.
Stephen Cheliotis, chairman of the CoolBrands expert council, 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.
“The presence of the online brands like BBC iPlayer, Twitter, YouTube and Skype are a great case in point.”