I would have expected this. What great and needed service for their displaced and limited disposable income do Europeans get from an iPhone, "a more expensive way to make a phone call". Its not needs based. Its a push product, an expensive gadget to push connection carges - get ARPUs up by using more data. what needed services do you get on Data, what essential deatures to making a phone call we don't have on cheaper familiar mobile phones.

Apart from maybe Google Maps if you're mobile, you can get cheaper and better on your broadband at home.

The iPhone is much too expensive and really only affordable in a country with too much money. What compelling need does it fill in the mobile application context that ordinary phones don't for all that cash.

Not many users other than enterprise users who don't pay their own bills need data on the move that badly apart from the odd picture they don't save for sending on a fixed line or Bluetooth later for free. Data is MUCH too expensive to use for people on European wages.

Hope this marketing 101 helps Apple and Telcos.

Brian Catt
For more analysis call 01932 772731