A study from London-based market research company GfK NOP is indicating that Apple's iPhone is not going to be picked up by British consumers this holiday season because of the mobile phone's steep price.

According to the research, awareness of the brand is not the problem as 75% of UK's population has heard of the iPhone and more than 25% mentioned that they like its look. Here's a part of the survey from the research firm:

• I'm thinking of adding it to my Christmas list - 2%
• I quite like it but there are lots of other phone I'm also thinking about - 5%
• I like the look of it but it is too expensive - 26%
• I'm never going to buy it at that price! - 46%
• Forget about it, I don't like it - 8%
• I've never heard of it and it doesn't interest me - 12%

"Apple needs more than cutting-edge design to penetrate this market and will have to work much harder in the UK than it did in the U.S. to make iPhone a mass-market proposition," commented GfK NOP's Richard Jamerson.