72% of UK consumers say they have no intention of ever purchasing the iPhone, with the vast majority of Britons saying the device looks good, but is far too expensive, according to a survey by market research firm GfK NOP. 46% of people surveyed agreed with the proposition, "I'm never going to buy it at that price!" A further 26% consented to "I like the look of it but it is too expensive". Only 20% of people surveyed, however, said they didn't like the handset, which costs USD554 in the UK, or had no interest in it. But only 2% of UK consumers say they are considering adding it to their Christmas shopping list. The research firm says, apart from the price of the handset, consumers are reluctant to buy it as a gift for someone, because the purchase comes with a 18 month commitment to O2, which will cost the gift-receiver at least USD72 each month.