Apple’s iPhone product is one of the most talked about
pieces of kit in recent memory, but according to a survey conducted by market
research firm Markitecture, the majority of those who know about the iPhone
have no plans on buying it.
Markitecture said that it surveyed a nationally
representative sample of 1,300 people who both owned their own cell phone and
were responsible for the monthly payments. 77 percent of respondents were at
least slightly familiar with the iPhone, and 41 percent had a good impression
of the iPhone based on everything they had seen or heard.
Interestingly, familiarity with the iPhone is positively
correlated with overall impression - strength of impression increases
dramatically with increased exposure – 83 percent of those very familiar with
the iPhone had an excellent or very good impression of the product.
Despite the relatively strong impression overall, six percent
of those who were aware of the iPhone said they were likely to buy it within
the next year. Two-thirds of the same group said that there was zero chance they
would purchase the product.
For some industries, six percent market share is failure,
but not so for mobile phones. Markitecture says that the highly successful
Motorola RAZR after its launch in 2004 achieved a six percent market share at
As for reasons for not purchasing the iPhone, the $500-600 cost
was cited as the top reason. The second issue was not specific to the iPhone
however, as respondents cited carrier issues and/or contracts.
Microsoft CEO Steve Ballmer already has his own forecast on
Apple’s cell device, saying to USA
Today, “There's no chance that the iPhone is going to get any
significant market share. No chance. It's a $500 subsidized item. They may make
a lot of money. But if you actually take a look at the 1.3 billion phones that
get sold, I'd prefer to have our software in 60% or 70% or 80% of them, than I
would to have 2% or 3%, which is what Apple might get.”