Whilst enjoying the success of its latest iPhone 5 smartphone, Apple will have one more thing to celebrate as it has been voted as the coolest brand in the UK.
The survey, which is conducted by CoolBrands annually, polled over 3,000 consumers and a panel of 39 different experts.
Apple took the top spot of cool, whilst other technology and online firms celebrated success as YouTube, Twitter, Google and BBC iPlayer all appeared within the top ten.
Meanwhile, winner of the survey's past six polls, Aston Martin, appears to have lost its cool as it slipped to third place.
Other previously popular brands, which have dropped out of the top 20 include Ferrari, Chanel and Vivienne Westwood.
Surprisingly, a quarter of the survey's top brands are free to consumers.
Apple will undoubtedly take this as a moral victory over its closest rival Samsung, which continues to lead an advertising campaign that attempts to mock the firm, its latest iPhone and its user base, in favour of its own Galaxy S3 device.
Quite how an advertising campaign - which is designed to alienate consumers and, essentially, make a mockery of them for liking the iPhone - is supposed to convert them to Samsung baffles me.
Even sweeter for Apple though will be the absence of Samsung from the poll's top 20 brands.
Apple fanboys rejoice, as for now, you are officially cool.
Here's the full top 20 for the CoolBrands '12 survey:
- Aston Martin
- BBC iPlayer
- Virgin Atlantic
- Bang & Olufsen
- Ben & Jerry's
Want to receive up-to-the-minute tech news straight to your inbox? Then click here to sign up for the completely free PCR Daily Digest and Newsflash email services. You can also follow PCR on Twitter and Facebook.