Apple Inc. (NASDAQ:AAPL) appears to be losing out on innovation, according to a new survey. The survey asked consumers about companies that represent innovation, and to everyone’s surprise, neither Apple nor Samsung did as well as they used to do.

Apple AAPL

Apple (AAPL) not as innovative

Brand Keys, an emotional engagement research consultancy, has released the results of a survey it conducted in the first week of July. It asked 4,000 adults about tech companies that come to their mind when it comes to innovation, and Apple Inc. (NASDAQ:AAPL) wasn’t their first choice.

Apple Inc. (NASDAQ:AAPL), winner of last year’s survey, dropped to the fourth spot. The survey supports the recent buzz about the iPhone 7 being very similar to the iPhone 6. However, the Cupertino-based company wasn’t the only one to descend the imaginative shaft. Rival Samsung tumbled from number three to number five, and Microsoft dropped from number 11 to number 18.

Google was seen as the most innovative, taking the top spot. Its self-driving cars are probably energizing individuals. Amazon held the second position. Maybe consumers can hardly wait to have their household items delivered by drones.

Facebook bagged the number three position. The thought of Facebook being more imaginative than Apple Inc. (NASDAQ:AAPL) may “resemble the notion of gruel being tastier than granola,” says CNET. GE made the biggest jump on the list, bagging the seventh spot from twelfth last year. Since last year, the company has been running an advertising campaign to show its innovation and capabilities. Samsung saw the biggest drop from fifth to twelfth.

New entrants impressed the most

For Brand Keys’ Founder and President Robert Passikoff, new brands that entered the Top 20 list show the genuine bearing of the direction in which customers’ thought processes are heading. Airbnb, Shutterfly, ClassPass, Snapchat and Skimm were the new entrants in the list. The entry of these new brands pushed out known names like Uber, Slack and LinkedIn from the list.

“Each new and fresh brand always remains for something that advances for classifications in which they contend and includes genuine quality for the consumers,” Passikoff explained in a press release. “In past years, there’s been a greater balance between hardcore business-to-business technology and consumer technology. This time, we’re seeing more of [the latter].”

On Monday, Apple Inc. (NASDAQ:AAPL) shares closed down 1.34% at $97.34. Year to date, the stock is down more than 9%, while in the last year, it is down almost 22%. The stock has a 52-week high of $125.74 and a 52-week low of $89.47.

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