As well as being the tech company with the biggest value, the biggest profits and the biggest track-record of violence for Chinese device launch queues, Apple is now rated as the world's most valuable brand.
The Cupertino giant took top spot in the Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands ranking system - stealing first place from Google who had reigned supreme for four consecutive years.
Apple's brand value is now an estimated $153.3 billion, an increase of 84 per cent. Google's dropped 2 per cent to $111.5 billion.
A tech top three was completed by IBM, whose brand is now said to be worth $100.8 billion, up 17 per cent on last year.
“It’s clear that every single Apple employee, from Steve Jobs and Tim Cook to the summer interns, see protecting and nurturing that brand as a top priority,” Millward Brown CEO Eileen Campbell wrote in the report. “Tablet computing also drove value growth not just for Apple, but also for the providers who support yet another networked device.”
Other household name tech players in the top 100 included Microsoft (5th place, $78 billion), AT&T (7th, $70 billion), Vodafone (12th, $44 billion) and Facebook in 35th position, whose brand rose a whopping 246 per cent to $19 billion.
Pocket-lint didn't quite make the top 100, although we're fairly sure we finished in 101st place. Fairly sure.