Apple’s iPhone X is the most popular smartphone among UK shoppers, with the iPhone 8 as a creditable second choice, according to recently-published analyst data.

Big on Brexit island

“Apple’s iPhone X, released in November 2017, was the most popular choice among UK consumers when they were asked to name the next phone they would purchase in the first quarter of 2018,” according to GlobalData’s regular quarterly survey.

The survey also found that iPhone 8 remains pretty popular – it’s the joint second place most in-demand smartphone, along with Samsung’s S8.

Analyst, Jack Chen saud:

“The strong desirability for the iPhone X comes despite sales coming shy of industry expectations, which had raised concerns that the phone may have priced itself out of the market.”

The key features that UK consumers consider when buying a smartphone were identified as battery life, tariff price, and handset price.

Chen continues:

“With the standings dominated by Apple and Samsung, it will be interesting to see how the second quarter’s newly released Samsung Galaxy S9 and S9 Plus will impact the standings going forward.”