Apple has fallen twelve places in the annual Consumer Superbrands survey of ‘cool’ brands.
The iPhone, iPad and Mac maker was voted second in 2013 in the survey, which is compiled from the votes of an ‘Expert Council’ of 34 industry figures and 3,000 British adults based on brand awareness.
This year, Apple came 14th – eight places behind rival tech giant Microsoft, which came sixth – the highest place for any tech firm.
Microsoft also came ahead of Google, which was placed one position lower in seventh.
Top of the ‘superbrands’ for consumers was British Airways, followed by Rolex, Coca-Cola, the BBC and Heinz.
Besides Microsoft, Apple and Google, the only other technology firm to make the top 20 was Sony, achieving 17th place.
Apple’s other primary rival, Samsung, didn’t appear in the top 20.
PC World was voted the category winner for electronics retailers, with Amazon.co.uk top of entertainment and gifts retailers.
In the separate Business Superbrands survey – based on B2B awareness – Apple came third, behind Visa and Google. Microsoft came sixth, one place behind consumer favourite BA.
Stephen Cheliotis, chairman of the Superbrands council, commented: "Apple and the other tech giants have suffered, with Apple particularly struggling to meet arguably unrealistic high expectations.”
"It is increasingly clear that in the short-term at least, Apple is struggling to maintain its enviable innovation record in the eyes of consumers while failing to inspire individuals without its hugely influential leader, the late Steve Jobs."