Market research firm Parks Associates (via CNET), released new data on Wednesday, which pegged Apple as the No. 1 consumer electronics brand for planned holiday purchases.

"Apple topped the list of intended brands for desktop purchases for the first time this year," said Parks Associates' Director of Consumer Analytics John Barrett. "In 2011 and 2012, Dell was the top desktop brand, but Apple has displaced it, making Apple now the most popular brand across even more key CE categories."

As for the other two categories measured by Parks Associates, Apple is in the top spot for intended tablet purchases, ahead of Amazon's Kindle and Samsung. Microsoft's Surface managed to come in fourth, while Acer pulled up the rear in fifth.

"Being the 'preferred' brand is certainly an advantage, but consumers can still change their minds," Barrett said. "For example, with streaming media players, Apple is the preferred brand, but many shoppers ultimately end up getting a Roku. Last year, among younger (18-34) shoppers for this device, 34% planned to buy an Apple, and 15% planned to buy a Roku. In a later survey of actual purchases, we found 24% bought an Apple TV and 29% bought a Roku player."

From the article, "Apple usurps Dell as most wanted desktop brand for holiday season." 

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