The price of the iPhone is proving to be a "sticking point" for consumers despite the huge amount of "buzz" surrounding the product, say industry experts.

Ovum, which offers advice on the commercial impact of technology and market changes in telecoms, software and IT services, claims that the price tag has caused more of a stir in Britain than it did in the US as consumers here are used to "100 per cent device subsidies".

Jonathan Arber, spokesperson for Ovum, said: "There was a huge amount of buzz in the month leading up to it, both in the US and in Europe and after a while there was a kind of backlash, certainly in the press, to the way it was launched.

"Questions were being asked as to whether people were going to buy it and there was a feeling that people were a bit bored of it."

The iPhone went on sale in the UK on Friday November 9th at 6:02 pm and is only sold on the O2 network.

© Adfero Ltd