So the annual CoolBrands Top 20 is out, the ranking of brands according to their ‘cool’ factor as determined by an ‘expert panel’ of various movers, shakers and other personality defining physical actions.

Surprisingly, Apple has come out on top of in the cool stakes. Why surprising? Although the tech giant has just launched the iPhone 5 to record orders, it’s also been dogged by some pretty damming coverage around iOS 6 and Apple’s new maps software. Someone made a Tumblr about it for crying out loud.

In short, Apple ditched the usual Google Maps app in favour of its own. The problem is Apple’s software is far from matching Google’s comprehensive mapping software. For Apple this isn’t a problem, as they’re constantly updating the product to make it “even better”. Strange turn of phrase, is this ‘even better’ than rubbish?

One of my learned colleagues insists maps aren’t an issue because “Apple will fix that”. But does needing something to be fixed post-launch make you and your products cool? In fact, does replacing a perfectly good app that worked just fine with an alternative that needs fixing make you cool?

Perhaps being cool means you never have to admit you made a mistake. The extensive coverage of maps still pales compared to the previous iPhone launch, which was dogged with problems of making a simple phone call. Sort of a given for a phone.

That said, both scandals don’t seem to have put people off buying iPhones. Whatever being a ‘cool’ brand entails, it doesn’t necessary mean your products have to:

1. Be better than your competitors
2. Not need fixing post-launch, and
3. Work at all.

@simonhill