Apple attracts more coverage from the mainstream US media than any other US technology company and most of it is positive, according to a study released yesterday.

Google is the next most-covered company followed by Twitter, Facebook and Microsoft, according to the study by the Pew Research Centre’s Project for Excellence in Journalism.

For the study, Pew examined technology stories between June last year and last June in 52 news outlets, including 11 newspapers, three cable television and three network news channels, 12 websites and 10 radio programmes.

Fifteen per cent of the technology stories during the period involved Apple – maker of the Macintosh computer, the iPod, iPhone and iPad – while 11 per cent were about internet search giant Google.

Micro-blogging service Twitter was next with seven per cent followed by social networking behemoth Facebook with five per cent and software giant Microsoft with three per cent, the study found.

“After being arguably the most important technology company, even as recently as five years ago... Microsoft has, at least for now, fallen off the mainstream media’s radar,” the study’s authors said.

According to the study, more than 40 per cent of the stories about Apple suggested that its products are innovative and superior in quality while 17 per cent suggested its products are overhyped.

Coverage of Google was also largely positive, the study found, with 20 per cent of stories portraying its products as innovative and superior and 25 per cent emphasizing Google’s help in navigating the Web.

Nineteen per cent of stories about Google suggested the Mountain View, California-based company has too much information and too much power.

The study found that mainstream media coverage of technology was primarily upbeat, focusing on the benefits it brings to society by making life easier and more productive.