Brits Think the iPhone is "Too Expensive" New research from GfK NOP shows that UK consumers perceive the iPhone as being too expensive to tempt a purchase. The research, which polled 500 people across the UK, suggest that, despite the 'Apple cult' fans, who were prepared to queue overnight to be the first to buy the iPhone, uptake in the wider public will be limited. Of those surveyed, a huge 72% said that they would not buy one, due to the price. Awareness of the Apple iPhone is strong, with 75% saying that they had heard of the brand, and over a quarter saying that, while they liked the look, they were put off by the price. However, only 2% were even considering adding it to their Christmas list, indicating that the package on offer has not hit the spot for UK consumers. I'm thinking of adding it to my Christmas list 2% I quite like it but there are lots of other phone 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." When asked which brands they associated with certain functions, the iPhone came highest of all brands named for association with music (78% mentioning the brand) and 'email and web surfing' (65%). Brits Think the iPhone is "Too Expensive"