Apple has become the UK's second most popular online retailer.
That's according to the latest quarterly 'Hot Shops' list from IMRG-Hitwise, a market research report which places the iPhone maker behind Amazon but ahead of Argos for the first time.
"The tech world mourned the death of Steve Jobs this quarter but Apple goes on, and the launch of the iPhone 4S has helped push Apple to its highest ever ranking in the Hot Shops list," said Hitwise market research analyst James Murray.
"Amazon UK and Apple are now the two biggest brands in online retail, and this Christmas they will go head-to-head in the gadget wars as the Amazon Kindle contends with the Apple iPad.
"Our data shows that iPad is the more popular gadget online but the Kindle's lower price point may entice shoppers this Christmas."
Back in August, Apple briefly jumped ahead of oil and gas corporation Exxon Mobil yesterday to become the world's most valuable company.