It will come as little surprise to anyone following the iPhone saga but new research has pointed out that most UK shoppers will not be slipping an iPhone into a loved one’s Christmas stocking because it’s just too damned expensive.
Market watchers, GfK NOP, found that 72% would not buy an iPhone because of the price. The survey polled 500 people and found that although the iPhone brand was well recognised, only a measly 2% considered it as a Christmas purchase.
I’m thinking of adding it to my Christmas list 2%
I quite like it but there are lots of other phones I’m also thinking about 5%
I like the look of it but it is too expensive 26%
I’m never going to buy it at that price! 46%
Forget about it, I don’t like it 8%
I’ve never heard of it and it doesn’t interest me 12%
Richard Jameson of GfK NOP commented:
“Apple’s history proves that it has the magic touch when it comes to product development and marketing, however the iPhone has yet to capture the imagination of the UK public. iPhone hype is in full-force, but our data shows that it is very much a considered purchase, with its high price turning many consumers off. We must take into account that the UK mobile market’s success has been down to subsidised handsets, therefore the iPhone’s price really stands out and consumers are not used to paying in excess of £200 for a phone.”
“This is a highly competitive market and the mobile phone manufacturers have very strong brand loyalty. Apple needs more than cutting–edge design to penetrate this market and will have to work much harder in the UK than it did in the US to make iPhone a mass-market proposition.”
Even if we (in the UK) make the short EuroStar journey to France to buy an unlocked version it’s going to cost £606.00 ($1200), it’s £535.00 for the phone plus another £71.00 just to unlock it! I still want one but can’t see a cost benefit to it when they seem hell bent in pricing it out of the market and mass appeal!
