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UK iPhone sales fall below targets

updated 04:50 pm EST, Mon January 21, 2008

UK iPhone sales disappoint

The iPhone did not sell as well as anticipated during its first few months in the UK, according to the Financial Times. Anonymous sources for the newspaper claim that although O2 publicly expected to sell 200,000 iPhones within two months following the November 9th UK launch, that number actually came out to around 190,000. The figures may be especially disappointing due to predictions by Gartner, a well-known research firm, which once argued that sales could be as high as 350,000 to 400,000.

The FT sources further claim that although sales were healthy leading into the Christmas season, they gradually began to fall. Gartner analyst Carolina Milanesi defends her company's estimates, saying that price proved to be more of an obstacle than expected. The iPhone is currently on sale in the UK for 269 ($523); not only is this proportionately more expensive than a US iPhone, but buyers must technically subscribe to an 18-month contract costing at least 35 per month, for a total price of 899 ($1,748). Milanesi suggests that in order to keep up interest before a second iPhone arrives, Apple may need to instigate a price cut.

Unlike AT&T in the United States, O2 executives have long been resistant to sharing figures on iPhone sales. In response to FT's news, the company will still only say that it is "delighted with the response to the iPhone, which has seen unprecedented levels of customer satisfaction."

by MacNN Staff




  1. dscottbuch

    Joined: Dec 1969


    umm - met expectations

    Well, 190,000 vs 200,000 is a 5% shortfall, hardly not meeting expectations. Gartners projections, like others in the US at launch, simply are unrealistic and seems designed to generate negative press. 200,000 in 2 months in the UK is great.

  1. Clive

    Joined: Dec 1969


    What's the comparison

    Without a comparison these figures are meaningless. ie how many phones did Nokia or Sony sell in the same period?

    I do think though, that the pricing on the iPhone is just not compatible with other UK phone offers. If you're paying GBP:35.00 you'd be expecting a better airtime deal and a (decent) free phone.

  1. dom2cool

    Joined: Dec 1969



    i love the iphone but you cant expect the same sort of sales as us as it all costs a bit more here in the uk. but if they make a iphone nano and let it be available for any network and u can just buy it like a normal mobile that would fly of the shelves for sure. the end of the day different market and needs.

  1. bloggerblog

    Joined: Dec 1969


    unlimited data

    GBP:35 has unlimited data plan as far as I remember. Apple should unlock the darn thang without charging more dineros.

  1. Feathers

    Joined: Dec 1969



    Apple is bilking its European customers in some cases to almost double the price. This isn't news and hasn't been for a long time. At least Europeans are wising up to Apple (not to mention Dell) and are starting to say "no thanks!".

  1. adept1

    Joined: Dec 1969


    no 3G

    In Europe not having 3G is a pretty big deal. I know if I was in the UK I'd be waiting for the 3G model. I'm in Singapore, and I could get an jail-broken iPhone like some people I know, but I just wouldn't be happy without 3.5G data speeds so I'm waiting.

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