Apple is boasting that it is conducting its fastest ever rollout of a smartphone, with the iPhone 6 and 6 Plus set to arrive in 36 more countries during October.

That will mean the devices are available in a total of 69 countries come the end of October -- though consumers are still having a tough time getting hold of the phablet version, with the maximum three to four week wait listed at Apple's UK online store currently.

Apple may still be the number one brand in the world, but it's no longer head, shoulders and torso above the competition.

The likes of HTC and Sony have caught up with (and arguably surpassed) the firm in the smartphone market, while Lenovo and Microsoft are absolutely hounding the iPad and MacBook with their terrific Yoga and Surface products.

Continuing its run at the top of the charts, Apple is revealed as the most valuable brand in the world. With a massive 21 percent increase over the last 12 months, Apple is now valued at just under $119 billion -- almost double that of Microsoft which finds itself in fifth place with a value of just over $61 billion.

The top 100 rankings have been published by Interbrand, and a number of familiar names from the world of tech are to be found in the top 20. Google's value jumped by 15 percent from last year to $107 billion, and the search giant remains in second position.

The PC market is not what it once used to be. Both shipments and sales are in the proverbial toilet. Old devices are still adequate years down the road, and more than capable of running newer versions of Windows, if users wish to upgrade -- many don't. Other types of devices, like tablets, can do the basic tasks just as well, if not better than the PC, and, for many in emerging markets, smartphones are what they buy these days to connect them to the Internet.

There are other changes afoot as well. Thanks to the increasing popularity of its Macs, Apple, once known as a niche vendor with a limited appeal, now ranks as the fifth-largest PC maker worldwide, according to a new report from research firm IDC. How did it get here? Well, blame the lower prices, among other things.

Apple is now the most-phished brand according to the latest report from the Anti-Phishing Work Group (APWG).

Based on data from the first half of 2014, 17.7 percent of all phishing attacks were aimed at the Cupertino-based firm, with PayPal in second and Chinese shopping site Taobao claiming third place.

Apple has had more than its fair share of problems with the new iPhones (and its fresh operating system, iOS 8) but it seems that one "gate" type scandal isn't enough for Cupertino this time around.

Following "bendgate" -- the allegation that the iPhone 6 can be bent too easily by, for example, sitting down for long periods while it's in a tight pocket -- we now have "hairgate".

The world's largest smartphone manufacturer is troubled. Overnight, Samsung warned that its third-quarter operating profit could fall as much as 61.8 percent because of weakness in its largest division, mobile, from which phones account for about 60 percent of company profits. Smartphone shipments are up slightly, but the money they generate is down substantially.

For Google, the news is a mixed blessing. In April 2012, I warned that "Google has lost control of Android" -- Samsung's dominance with customized versions of the mobile operating system being major reason. Big G effectively responded by separating core apps and services from Android, spreading them out across versions, and better unifying the user experience. Still, Samsung's TouchWiz UI is the main way tens of millions of people experience Android every day. The South Korean company's problems could eventually be good for Google, but will they benefit Android or pull it down?

Whenever I am going out for a day trip, like walking through Manhattan, the inevitable usually happens -- my smartphone battery dies. This seems to be quite the common problem, as Starbucks and similar places are overrun with people desperate for electricity. Yes, I can carry a USB energy bank for charging, but it is bulky and not ideal. Quite frankly, you may get weird looks with a giant bulge in your front pocket -- it is more of a backpack accessory.

What is really cool, however, is protective cases that double as a battery extenders. Sure, they can add bulk, but that is to be expected. Today, Logitech announces the Logitech protection [+] power case, designed for the Apple iPhone 5, iPhone 5s and Samsung Galaxy S5.

People do crazy things to get their hands on a new iPhone. They queue for days in a row, travel to another country or pay absurd amounts on black market imports. Still, none of those things is as expensive as the iPhone 6 prototype that is listed on eBay, for which some folks will go as far as paying over $60,000. That's just crazy.

At the time of writing this article, the latest bid for the iPhone 6 prototype -- a 64 GB model -- is $61,100. For the money, you get a hugely overpriced smartphone which may not even be legit. Normally, you would pay $750, off-contract, for a 64 GB iPhone 6, in Silver -- the same color as the prototype -- that is. But, wait, there is more.

Apple has done a ton of defensive work to put out the fires of bendgate, the latest (compulsory) scandal which arrived with the iPhone 6, but Cupertino is still feeling the heat over the issue despite its best efforts.

Once mud has been slung, it tends to stick, even though Apple has done everything from giving journalists a grand tour around its phone stress testing lab and the rigorous procedures therein, through to releasing figures that point to only nine complaints over bent iPhone 6 models, and highlighting independent testing that shows the HTC One M8 (with its aluminum body) bends just as much as Apple's smartphone.

As any Facebook user knows, 'liking' content online has become almost second nature. Facebook has Likes, Google+ has +1s, and various other variations exist. But it is Facebook's Like button that reigns supreme -- regardless of the privacy concerns it may raise. Today Facebook is expanding its Like feature so that mobile app developers can take advantage of it. Not just content with giving web users the chance to indicate their approval of a particular Facebook post or online article, it is now possible to 'like' any piece of content within a supported app on iOS and Android.

It's a feature that is likely to be picked up very quickly by game developers, so you can expect to see notifications in the near future letting you know that your Facebook friends like level 118 of Candy Crush Saga. The feature was previewed earlier this year, but is now being made available to any developer who wants to use it. Facebook says:

Apple devices hold their value well, which is good news if you’re thinking of selling an old one. The downside of this is it makes iPhones an attractive target for thieves.

If you’re looking to buy an iPhone, but can’t afford a brand new one -- on contract or off -- then shopping for a used model makes a lot of sense. But how can you know for sure that the device you’ve got your eye on is being offered by the legitimate owner, and not a thief offloading his ill-gotten gains? A new Apple tool can tell you.

I preordered Apple's new smartphone on September 12, and it wasn't easy. Few months back, I went "Microsoft All-In" for the summer, purchasing the Nokia Lumia Icon on contract from Verizon. So I didn't qualify for the discounted, upgrade price. But when there's a will, there's a way -- and a generous family member helps make something special happen.

My iPhone 6 review begins with such disclaimer. Like iPad Air, I paid for the device. Apple didn't send me a review unit, but I did ask, and I am not on the preferred list of writers who get early access to "iDevices" and who presumably are more likely to rave. Such qualification is necessary, because iPhone 6 is an exceptionally satisfying handset, and I don't want to be mislabeled fanboy for stating such. That's a brash conclusion coming from someone abandoning a competing smartphone with better specs and satisfying user experience.

Nokia Lumia 830 is meant to act as a gap-filler in Microsoft's Windows Phone 8.1 line, slotting in-between the Lumia 930 flagship and the Lumia 735 budget-friendly offering. It's a mid-ranger, in both hardware features and price. It is also the successor to the two year-old Lumia 820, as its name implies.

Microsoft has high hopes for Lumia 830, calling it "the first affordable flagship" and marketing it as cheaper alternative to the likes of Apple iPhone 5s and Samsung Galaxy S5. It's a strategy which could pay off in emerging markets, where consumers want premium devices but cannot afford the cost premiums. We will have to see how the market reacts to Lumia 830, which goes on sale starting this week.

At the airport, it's normal to see customer service staff equipped with phones, walkie-talkies and perhaps a tablet. Passengers travelling to and from Scotland who pass through Edinburgh airport will soon find that they are greeted by staff adorned with Google Glass. Google's wearable specs are to be trialled in the Scottish airport in a bid to provide more help and information to travelers.

Customer support representatives will be able to call up flight details and answer queries using the head-mounted Android-powered hardware.