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BW: iPhone Not a Hit in Europe

While the iPhone has been a hit in the U.S., analysts are becomming concerned that, in Europe, the high price of the iPhone and competition from others is keeping the Apple phone from being a similar hit, according to Business Week.

"Our research indicates that European shipments to date have been far below [expectations]," said analyst Richard Windsor of Nomura Securities.

BusinessWeek also cited Strategy Analytics who estimated that Apple sold 350,000 iPhones in 4Q last year, below their forecast of 500,000. They also estimated that sales in 1Q 2008 were 300,000.

However, Apple and the three European carriers have not officially disclosed sales numbers. In fact, the three carriers, UK's O2, France's Orange and Germany's T-Mobile all say they're happy with demand. The iPhone is "the fastest-selling device that we have ever had in the U.K." said Steve Alder, O2's iPhone director in Britain.

The implied difficulties in Europe suggest that Apple may have more difficulties elsewhere in the world, and that the revenue sharing mocel used so far could be a sticking point, as it has been reported to be with China Mobile.

iPO notes that the picture on iPhone sales in Europe is far from complete. One has to ask whether the iPhone is beating any single other phone in sales, even of those sales don't meet the expectations of some analysts. Other data, supplied by IntoMobile suggests exactly that, namely that while Apple can't compete with all the combined European mobile phones, it does better than any single phone including the Nokia N95. IntoMobile wrote:

"We previously mentioned that the iPhone has shown disappointing sales figures in the UK, but it seems that even 'laggard' iPhones sales on UK's O2 network are still outselling rivals. In fact, all three European markets are reportedly seeing sales of the iPhone outpacing those of its closest, and highly subsidized, competitors - a group that includes the HTC Touch, LG Prada, Nokia N95, and Nokia's E-Series handsets."

Others have pointed out that Europe is a 3G community, and Apple's sales are good considering that it's limited to the European EDGE 2.7G network. Gene Munster of Piper Jaffray has predicted that Apple's iPhone worldwide sales will double for the next two years, driven by iPhone 3G sales in Japan and China.

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A friend of mine (Norwegian) is on his way to the US and he will buy at least one iPhone with him, for a friend, as he already has one for himself. I am sure many Germans and French do the same, and perhaps Britons, too, as the dollar is low and we always pay a premium for Apple products here, compared to the US-prices, no matter the Sales Tax. I think that is an explanation to that the iPhone is not selling as well here, as in the US. And when you know that people here are used to pay from very little to nothing for phones which come with ties to one service provider (carrier) and that if we pay the full price, we expect the phone to be untied and free, that may add to it.

The fact that it still outsells other models, speaks for the quality of the product, but Apple should reconsider their pricing here. I am convinced it would pay off.

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smokeonit said:

member since 02 Feb 2005 with 25 posts, unranked, send him a message or view his profile

i have to disagree with the finding that the iphone is not a hit in the EU...

if you look at demand and hype, also at the local EU ebay sites it becomes clear there's a lot of iphones changing hands...!

the biggest mistake in europe, besides the UK, is that apple is not selling iphones directly thru their stores nor their online store...

if someone wants to give an iphone as a gift, for a birthday or christmas, it's impossible to get an iphone without signing a contract in store! one can only give a coupon or something like that, and for my part i refuse to do that... apple lost 2 iphones sales on me over last christmas because of that!

since iphones customers have to do their contract stuff thru itunes anyway it doesn't make any sense to handle sales like that, and the people that want to get an iphone to hack it will get it anyway thru other channels...

also people don't complain about the price for the iphone itself, if you look at the monthly plans in germany for example:

for Ђ50 you get 100 minutes talk time and 40 SMS... that not much! that one gets a flat rate for EDGe data and a flat rate for the tmobile wifi hotspots doesn't make the deal much better, 100 minutes for US$80 is a slap in t he face for every consumer in germany... the sad thing is that the tmobile plans are competitive! that means all carriers have very high prices and don't give consumers many minutes for their hard earned euros!!!

if analysts want to blame someone, they should look elsewhere and not @ apple! apple iphone sales are good if one considers those factors... and most people use their iphone to the full extend and use the EDGE and wifi flat rates happily... after all to email someone and include pictures in that email is much cheaper, in fact included in the flat rate... if one send an SMS out of the 40 SMS that are in the monthly plan and runs out it costs 29 cents for any additional SMS... emails are free!!!

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