The Apple iPhones share of the UK market has fallen from 30 percent to 18 percent over the past year, says

Research by the price comparrison site revealed that iPhone now accounts for 18.3 percent of all smartphones sales in the UK, compared to 30 percent in July 2010. Furthermore, the cost of the highly-anticipated White iPhone 4 has dropped by as much as £102.01, thats 17 percent, since its launch in the UK in April.

The white version of Apple's smartphone was initially scheduled to launch in June 2010, alongside the black version. However, the white model was delayed, which Apple later revealed was due to lack of UV protection,  and subsequently didn't hit UK shelves until April this year. The SIM-free 32GB version of the iPhone in white was initially priced at £612 according to However, it can now be picked up for less than £510 while prices for the SIM-free 16GB White iPhone 4 have been as low as £450.

Furthermore, the black version fell in price on the day the white iPhone 4 was released, by as much as £99.99.

"Although many Apple enthusiasts will rush to purchase new products as soon as they're available, savvy shoppers on are using the site's Price Alert functions to receive notifications when products like iPhone 4 handsets fall to their preferred price point, helping them to get their chosen products at the best available price at a time that's right for them," said David Boston, UK Country Manager for