26 Monday, 28 September 2009 London Lite APPLE DOMINATES MOST DESIRABLE LIST AS THE CLASSICS TAKE A TUMBLE iPhone overtakes Aston Martin (as the coolest brand) Warvets 2012bid INJURED Iraq and Afghan war veterans will be among the 70 aspiring athletes who start their bid tomorrow to represent Great Britain at the 2012 Paralympics. Cerebral palsy sufferers and amputees will also be aiming to impress talent scouts at the day-long trials. Paralympics GB hope the trials at Brunel University will unearth competitors able to boost Britains medal haul in 2012, with the host nation targeting second place. The event is the seventh in a series of regional trials, so far attended by about 300 disabled athletes. BY GEORGINA LITTLEJOHN Now available on demand Firstorder FREE* No commitment to reorder *Offer of free issue is limited to new registrations. Only one free order per person. Enjoy intelligent analysis on global issues one copy at a time with Economist Direct Order online or by text No commitment you choose when you want to buy Free first-class delivery to your door Your first order completely free* ORDER THIS WEEKS ISSUE ONLINE: EconomistDirect.com/lite TEXT: LITE to 80801 Must-have: the Apple iPhone is number one THE Apple iPhone has been named the coolest and most desirable brand in Britain. The touch-screen phone and MP3 player topped a list of 20 products, knocking Aston Martin off the top spot for the first time in four years. Apple took three of the top five places in CoolBrands annual survey, which lists products that people own or want to own. After pushing Aston Martin into second place, Apple itself came in third, with its iPod taking fourth spot. Technology dominates the rest of the top 10, with Nintendo up two places from last year to number five and BlackBerry rising 16 places to number seven. The BBCs on-demand television service, iPlayer, was the only new entry to reach the top 20. Despite dropping a few places, classic brands such as Dom Prignon and Rolex remained in the top 20, but Nike, Facebook and Lamborghini dropped off the list. Mini jumped 11 places to 17th spot, while Sony held on to its rank of 16 from last year. CoolBrands chairman Stephen Cheliotis, head of the Centre for Brand Analysis, said he was not surprised at this years number one. He said: The iPhone is something everyones been talking about. There has been such a buzz around it. People who havent got one, want one. But he added that the list also showed that the classic brands were still c o n s i d e r e d c o o l t o Britains consumers. He said: Aston Martin has finally lost its top spot in the rankings but only just. In fact, the top 20 shows remarkable consistency, with 15 of last years top 20 in there... so much for cool being a fleeting thing. CoolBrands 2009/10 Popular: Wii maker Nintendo and Mini have risen in the list 1. iPhone (up one place) 2. Aston Martin (down one) 3. Apple (same position) 4. iPod (up 36) 5. Nintendo (up two) 6. YouTube (down one) 7. BlackBerry (up 16) 8. Google (down two) 9. Bang & Olufsen (down five) 10. PlayStation (up five) 11. Xbox (down 28) 12. Tate Modern (down two) 13. Dom Prignon (down two) 14. Virgin Atlantic (down two) 15. Ferrari (down two) 16. Sony (same position) 17. Mini (up 11) 18. Vivienne Westwood (up 23) 19. Rolex (down 10) 20. BBC iPlayer (new entry) index.html2.html3.html4.html5.html6.html7.html8.html9.html10.html11.html12.html13.html14.html15.html16.html17.html18.html19.html20.html21.html22.html23.html24.html25.html26.html27.html28.html29.html30.html31.html32.html33.html34.html35.html36.html37.html38.html39.html40.html41.html42.html43.html44.html45.html46.html47.html48.html49.html50.html51.html52.html53.html54.html55.html