View this article at: http://www.macnn.com/news/20938 Thursday, Sep 04, 2003 7:30am Apple gains mindshare among young in US Apple became one of the coolest companies in America during the summer, as it became one of the top 5 brands for young people, according to Wired News. Apple was the most popular choice among respondents for the company they would most like to endorse if they were celebrity. Young users also named the iPod as one of the top 2 "cool new gadgets". They also were the most likely to name the iMac and iPod as "extremely" well designed products. "Apple appeals to young people because celebrities they perceive as cool use their products, like musicians, filmmakers and designers....Apple's slick advertising contributes to that image, as do its upscale retail stores."