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iPhone fanbois run off road in CoolBrand race

Aston Martins more desirable than a fondle slab

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Fanbois will be crying tears of frustration over their iPhones today at the revelation they no longer possess the UK's most coveted product.

The CoolBrands survey, which delineates the most desirable consumer brands, has declared Aston Martin is this year's coolest brand, driving the iPhone off the number one spot.

Apple fans will be aghast that a fabulously expensive car driven by no less than James Bond is somehow considered cooler than a phone which has downloadable farts and is mercifully free of porn. Still, their favourite vendor also snagged the number three spot with the iPod, while the Apple brand took number 13.

Blackberry took the number four spot. Other techy brands making it into the chart were the Wii, at number seven, Google at eight, BBCiPlayer at 11, and YouTube at number 15.

While some geeks might avail themselves of all those brands, they might still feel they are not as cool as they could be if they're not able to spring for an Aston Martin. If that is the case, they might want to consider purchasing a Harley Davidson (number six) or a Mini (number 16)

More affordable options could include a Bang and Olufsen stereo (number five) a bottle of Dom Perignon (number 10), a pair of RayBans (number 18) or a pair of Jimmy Choos (number 20).

It would appear that buying a copy of Windows and running it on any type of x86 PC other than a Mac will make you definitely uncool. Printers too appear to be deeply uncool.

The judges declared that "sleek, sylish design combined with powerful breaking techology make Apple's unique products iconic must-haves all around the world".

They clearly like sleek design - that's what they also attributed to Aston Martin, adding that "an Aston Martin combines power and sporting ability with refinement and understated beauty".

And who has decided this? The panel of judges include Sadie Frost, Kelly Hoppen and Tinie Tempah.

Tempah provided the foreword to the CoolBrands book, declaring that "a cool brand is one that is both cutting edge and has withstood the test of time - whether that's for five or 50 years. Something that appeals to ordinary people and to celebrities too ... desired by many but can also define an individual".

Which seems to mean, a cool brand is anything we say it is. And isn't.

More details here, if you think you're cool enough. ®

The smart choice: opportunity from uncertainty

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