Apple Inc. Still Coolest In UK Despite U2’s PR Disaster


Apple Inc. NASDAQ:AAPL has been named the Coolest Brand for the third time in a row in a survey conducted by CoolBrands. That development follows the launch of the iPhone 6, iPhone 6 Plus and Apple Watch. The ranking proves that the brand remains unaffected despite the recent protest against the tie-up with “dad rockers” U2.

U2 debacle had no effect on Apple ranking

The iPhone maker criticized itself when it tied up with U2 as a promotional strategy for the iPhone. Fans of the company did not like the idea of the iPhone 6 arriving with U2’s latest album being pushed into the libraries of 500 million iTunes subscribers.

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According to a website named Noisey, the partnership between U2 and Apple was not just disturbing but also very un-cool. Fans and users of Apple’s iPhone asked the company to provide them with a special button for deleting the album from their account.

Votes from 2,000 consumers and a panel of 37 people known as key influencers such as models Sophie Dahl, Jodie Kidd and fashion designer Julien MacDonald, selected the winner of the Coolest Brand survey.

Twitter not on list this time

Stephen Cheliotis, spokesman for CoolBrands, said, “Apple continues to dominate the listing and remains untouchable for now.”

Other brands that retained their position in the top 10 were Aston Martin, Nike and Glastonbury, but Twitter Inc NYSE:TWTR slipped out of top 20 after being on the list for three years.

Cheliotis said that the pre-conceived notion that CoolBrands is about fads and short-term reputational success was downplayed by the solid performance of the top 20 brands. He also said that it is very difficult to replicate a solid reputation and at the same time is not so easy for the rivals to outperform.

Online video-streaming company Netflix, Inc. NASDAQ:NFLX entered the top 10 brands, which was a fresh entry and exciting to see. Voters were asked to rate the brands on the basis of style, innovation, originality, authenticity, desirability and uniqueness, says a report from The Guardian. Out of 20 brands, 13 kept their position intact, including Apple, Chanel, Aston Martin and Nike, but those falling out of favor included Italian fashion giant Prada, Adidas and BBC iPlayer.