THE iPhone is the coolest brand, according to YouGov research for CoolBrands. Aston Martin came second, with – astonishingly – Apple and iPod in positions three and four. It’s an amazing success story, and the first graph shows the climb over the past year.<br /><br />The scores here are proportional, which means the proportion of positive clicks out of positive and negative combined. So the lowest score in the chart is for ‘value’, which has just reached 50 per cent: it means that half the population think it’s good value-for-money, and half don’t, a big improvement over eighteen months ago, when under a third thought it good value.<br /><br />The one worry for Apple is that perceptions of quality have peaked and are faltering. I can confirm: I adore my iPhone, but I’m getting increasingly frustrated at it freezing on me. And I know if I go to have it repaired, I won’t get a replacement but some second-grade device.<br /><br />But though the iPhone is undeniably cool, that isn’t the whole story. iPhone came top of our survey for CoolBrands, but BrandIndex shows that on some other values, Apple loses out heavily to Nokia.<br /><br />The second graph compares the Nokia and iPhone brands on customer satisfaction, quality, recommend, and on all four Nokia strongly outperforms its rival. Maybe it’s not as cool, but it certainly is respected.<br /><br />iPhone is part of the trend to having all information continuously at one’s fingertips, and YouGov strongly subscribes to this vision. Thus we have launched daily political polling with our partners Sky.<br /><br />For the duration of the conference season, you can get same-day results at YouGov.co.uk/Today from 5.05pm. Stephan Shakespeare is co-founder and chief innovation officer of YouGov.