Apple has scooped six out of 10 awards in an international poll of online marketers to identify brands that have the greatest impact on their lives.
The survey, carried out by Brandchannel.com, asked readers to vote on categories including 'which brands they would most like to be associated with', 'which brands they were most inspired by' and 'which brands were most in need of a remake'.
The results make poor reading for Microsoft. Apple claimed the number one spot in the first two of these categories, and Microsoft had the dubious distinction of winning the third.
Respondents also placed Microsoft at number one when asked 'which brand they would most like to argue with'.
When surveyed on the 'brand they could not live without', respondents again gave Apple the top spot, trailed by Google in fourth place.
"Apple has clearly captured hearts and minds by leading across most categories. Others, such as the USA nation brand, which ranks highly as most in need of a rebrand, requires help according to our readers," said Brandchannel.com editor Jim Thompson.
Apple also triumphed in the categories of 'favourite dinner guest brand' and the 'brand most likely to make an impact on history if sent back in time 100 years'.
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