Apple’s aapl latest iPhone didn’t exactly “wow” the technorati with its upgraded camera, boosted processor, jettisoned headphone jack, but that hasn’t quelled the mass market’s desire for the phone.

As the holiday season approaches, the iPhone has topped consumer wish lists, according to a recent survey by investment bank Piper Jaffray pjc . More people are yearning for the device than they are any other hot ticket item, the findings showed.

“Our retail team has done a survey of a thousand people in the U.S. last month and the percentage of people that wanted an iPhone—that was the number one requested gift,” said Gene Munster, a prominent tech analyst at Piper Jaffray, during an appearance on CNBC’s morning news show “Squawk Box.”

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Munster surfaced for an interview as the online retail bonanza known as Cyber Monday got underway. The survey, which he referenced, found that 7.2% of respondents reported the iPhone as their most wanted item compared to 5.2% last year, as CNBC noted.

The next closest competitor in this year’s survey remained within the Apple family: the MacBook. 2.1% of respondents said they sought Apple’s recently refreshed laptop line.

Following the Apple goods were Microsoft’s msft Xbox (1.4%), smartwatches (0.9%), and Sony sne PlayStation (0.8%).

A list of results from the past few years of Piper Jaffray’s survey can be found below.

“Even though there’s a story about ‘Is the iPhone 7 incrementally enough’ [for consumers to clamor for it]”, Munster said, “I think the reality is consumers want it.”

For more roundups of Cyber Monday deals, see Fortune’s lists of Apple, Amazon amzn , and other tech deals.