The latest generation of Apple's smartphone comes top in Yahoo's annual list of high-tech searches -- a top 10 list made up almost entirely of handsets.
As well as taking the top spot, the iPad was the fourth most searched for item and the iPod came in at number eight. Amazon's Kindle is the second most popular search term of the year and the top three is rounded out with Samsung Galaxy.
Despite all of the hype concerning their imminent release, the Sony PS4 could only muster fifth place, one better than Microsoft's Xbox One in sixth. But bear in mind that these results only include searches up to Black Friday, November 29, before either next-generation games console had been on sale for more than a handful of days.
However, web users conduct internet searches for a variety of reasons, not just because they desperately want to buy the latest iDevice. For instance, very few people would claim that BlackBerry has had a particularly successful year in terms of product launches or growing market share, yet BlackBerry is Yahoo's seventh most popular search term for 2013, beating both the Nokia Lumia (ninth place) and Sony Xperia, which is in tenth place.
The full list:
1. Apple iPhone
2. Amazon Kindle
3. Samsung Galaxy
4. Apple iPad
5. Sony PlayStation 4
6. Microsoft Xbox One
8. Apple iPod
9. Nokia Lumia
According to Google analytics, Google trends and current search data, as of December 5, the tech items currently spiking in terms of web traffic are the PS4 and Xbox One; tablets; iPhone 5S; Kindle Fire HD, iPhone 5C; Moto X; Nexus 7; iPad Mini; Beats by Dr. Dre; and Fitbit.