Apple now has the most valuable brand in the world, according to an annual survey of the most popular trademarks in business.
The 14th annual Interbrand 'Best Global Brands' study found that Apple's brand alone was worth $98.3 billion - or just over £60 billion.
Amazingly, that's still less than the value of Apple's total cash assets which cumulatively are worth more than $150 billion.
But the value of its brand is a neat little number two in its assets list, and Apple will be pleased to have leapfrogged Coca Cola, the brand which held the title for 13 straight years.
Apple's rise has been astronomical - according to Interbrands, it made its debut on the list in 2000 when it ranked 36th and had a brand value of $6.6 billion. In just 13 years that value has increased by 15 times.
"Every so often, a company changes our lives--not just with its products, but with its ethos. This is why, following Coca-Cola's 13-year run at the top of Best Global Brands, Apple now ranks #1," said Jez Frampton, Interbrand's Global Chief Executive Officer.
Over all Interbrands said the top 100 brands on its list were worth $1.5 trillion - up 8.4% on the year.
Tech brands dominated the list, with a total value of $444 billion. Notable risers included Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%). Meanwhile several tech brands fell on the list:
"Yahoo! and Blackberry fell off this year's ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value."
Here's a look at the other top 10 brands in the list: