This is no doubt why five million punters handed over shed loads of cash to get their greasy paws on the new iPhone 5 when it came out on Friday, so all five million of them are now as cool as each other.
Apple has the coolest reputation in spite of some recent issues - such as its new mapping software which is actually the latest hilarious problem to get the Tumblr treatment, while riots at its manufacturing partner Foxconn are definitely not cool.
But then maps and riots are never cool at the best of times, so this probably won't have much impact on Apple's attitude to how it conducts its business - which is most decidedly cool - not answering phones, referring to themselves as geniuses and the like.
Sneak always thought he was cool. His mum told him he was. That was until he once met some bigger boys who laughed at him and called him a "dork". Kids can be so cruel.
Still, Sneak had the last laugh - he's now a prominent member of the technology world, while the mean boys are nothing but city brokers, lawyers and rock musicians. The jokes on them.
Surely it's only a matter of time before Sneak is on the CoolBrands list, right guys?
Resetting the telemetry circuits and associated boards brought the instrument back to operations mode
Fortnite news and updates: Flaw in Fortnite authentication could have helped attackers steal player login credentials
Attackers could have used Fortnite security flaw to buy in-game currency on players' stored credit cards
New photos show cotton seeds sprouting in sealed container - with other plants expected to sprout within days
Sudden increases in availability of sniper rifles on Vikendi