In the company's 2009 report, the iPhone, iPod, and Apple dominated the top five rankings, with Apple's smartphone placing ahead of Aston Martin on the cool-scale.
But last year, Aston Martin took the top spot pushing the iPhone and iPod into second and third place respectively, while Apple was bumped down to 13th place, behind Google, BlackBerry and the Nintendo Wii.
This year, all Apple products were consolidated under the company name, which took the second place spot behind the company behind James Bond's car. Tim Cook should find some consolation in the fact that Apple was still deemed cooler than Harley-Davidson and Rolex. Other tech brands in the top ten include Blackberry (#6), Google (#7), and YouTube (#10).
In their explanation of the selection process, the people at CoolBrands note, "cool is subjective and personal," adding that voters are guided in their selections by being asked to bear in mind the brand's style, innovation, originality, authenticity, desirability, and uniqueness.
“Traditional favorites continue to challenge new, cutting edge brands, which is reflected perfectly by the return of Aston Martin as the coolest brand despite close attention from iPhone," CoolBrands Council Chairman Stephen Cheliotis told the Telegraph.