The iPhone Mostly Fails In The UK, New Poll Reveals
The awareness of the iPhone in the UK is strong, but this won't help Apple too much. According to a recent poll, the number of respondents aware of the brand and those unwilling to buy the device are almost the same.
November 26, 2007
In fact, the percentage of people actually eager to buy the device barely rose to 2%.
"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," (Richard Jameson, GfK NOP).
In addition, Jameson pointed out that "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."
500 people across the UK have participated to the poll.