The iPhone is no longer one of the top five most popular phones in the UK, having been ousted by a number of HTC handsets.
The latest research from uSwitch showed Apple's flagship device has dropped from third to sixth place since January, as Android-based devices from the Taiwanese company dominated the highest spots.
The HTC Desire took the gold medal as the UK's most popular phone based on live searches and sales with second and third place falling to the HTC Desire HD and HTC Wildfire respectively.
Research in Motion (RIM) snuck into the fourth spot with its budget handset, the BlackBerry Curve 8520, and Samsung rounded up the top five with its Galaxy S device.
"The competition is taking a huge bite out of Apple's marketand with over 800,000 deals currently giving away a smartphone for free, it's easy to see how consumers are being lured away from the iPhone," said Ernest Doku, communications expert at uSwitch.
"HTC has outsmarted the smartphone market by customising its handsets at a range of price points as seen by the Wildfire acting as an aspirational Desire plus Google's Android operating platform really cuts the mustard in terms of the thousands of applications available."
With the release of the iPhone 5 reported to be round the corner, the race has only really just begun.
"Android phones have well and truly pipped Apple to the post," added Doku, "but, with just a couple of months until Apple is expected to give details of its next offering, it's almost a dead cert that they will soon lead the way again in the race for smartphone dominance."
