Apple slipped to eleventh place in the 2008 UK Superbrands survey, which for the first time was topped by Google.
The company's annual report into the power and popularity of brands among UK consumers, sees the BBC knocked off the top slot by internet giant Google.
Apple last year placed eighth in the business superbrands list, this year it slipped past the top top ten to eleventh place.
The Top 500 list is compiled by a council of senior business leaders and through an independent survey of 1,500 professionals.
But Apple took third place in the list compiled by the Superbrands Council, in which the 1,500 professional votes are ignored. In that list Apple led the BBC and lagged Blackberry and Google (again in first place).
Superbrands Council chairman Stephen Cheliotis cautioned companies to hold their nerve in the face of economic downturn.
"It's times like thus that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by economic problems.
"Reputation is the company's greatest asset and brand building is to become even more crucial over the next few years than in the last decade of stability," he cautioned.
Google is the only brand in the top ten to have emerged since 1990. Other firms are older and more familiar.
Microsoft took second place, BP third, BBC (Worldwide) fourth, Glaxosmithkline fifth and Rolls-Royce sixth place in the list. The Financial Times (seventh place) , British Airways (number eight), Fedex (nine) and Hertz (tenth place) round-out the top ten slots.