Apple has kept its cool for the fifth year in a row, coming out on top of the CoolBrands survey even in the face of growing competition from the likes of Airbnb, Netflix, Instagram and Spotify. Despite the outrage over Apple’s wireless EarPods and allegations from employees that the company culture is toxic, the brand has once again been voted as the the coolest on offer by UK shoppers and trendsetters.
The annual research asked 2500 British consumers and a panel of 36 key influencers including blogger Ella Mills (of Deliciously Ella fame), fashion designer Amanda Wakeley, and editors from tiles like TechRadar and InStyle along with Mobo founder Kanya King to rank the coolest brands. Companies were placed across four categories: authenticity, desirability, innovation and originality.
As with the 2015 CoolBrands list, digital brands like Netflix and Instagram have surfaced as strong challengers to Apple’s crown, with the online streaming service moving up two places to claim the third spot, while Facebook’s image-sharing platform rose one space to number six. Elsewhere, Spotify broke into the top ten this year, placing at number seven.