Apple has just lose the first place as the coolest brand of the UK, last year Apple has won the title of top coolest brand with its iPhone and iPod Touch, but this year it seems that British luxury car manufacturer Aston Martin has snatch the crown from Apple’s iOS Devices. The BBC reports this morning:

Stephen Cheliotis, chairman of the CoolBrands Expert Council, said: “Cool is subjective and personal. But being identified as a Cool Brand by the British public and a panel of influential opinion formers implies it is a brand that most Brits wish to own.

“Votes are based on a wide criteria of factors but these brands are clearly delivering cool in the eyes of consumers and influencers alike,” he said.

Instead of top coolest brand, iOS devices gain the crown of most elegant and “cool” brand, and placed at the second position but we still can’t deny the Aston Martin’s design, which have their very own historic charm, too. I n this year’s CoolBrands index — which is voted by consumers as well as a group of “experts” in brand recognition and popularity — BlackBerry and Google came at 6th and 7th place, respectively, with Harley-Davidson behind Apple at the 2nd spot. The full list can be viewed on CoolBrands’ website.