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Europe gets iPhone fever

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Europe gets iPhone fever

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Europe has been hit by iPhone fever. Enthusiasts queued for hours in Germany and in Britain where Apple’s mobile handset has gone on sale. A price tag of almost 400 euros and a binding contract of at least 18 months did not discourage people from lining up to be the first in Europe to buy the phone.

Apple’s Phil Schiller defended the fact that buyers are stuck with one network. He said: “What we’re doing – that others haven’t done – is bring together a revolutionary product and then work with a service provider – O2 here in the UK – to bring out a great service and make them work beautifully together.”

Apple’s US launch of the gadget was hugely successful, but here it is on the home turf of Nokia, the handset giant which has more than a third of the world market; however industry analysts expect it to be one of the most wanted consumer electronic products this Christmas.

In Germany, it is being sold by Deutsche Telekom’s T-Mobile, which hopes to attract badly needed new customers in a very competitive environment. The business world is watching closely to see how the iPhone fares in Europe, which is considered to be a tougher market than the US.