Boston, MA - May 24, 2007 - The Strategy Analytics Wireless Device Labs probed consumer perceptions of the iPhone experience in a series of research panels. "Consumer Reactions to the Apple iPhone - Wireless Device Lab Analyzes the "Wow" reports on the iPhone's stellar performance.

In a joint research effort between its Wireless Device Lab and Intelligent System Strategies program, Strategy Analytics explored the appeal of iPhone features, developed comparisons with current products, investigated the nature of the iPhone experience, and gained insights on design criteria for future devices.

"An overwhelming 90 percent of respondents gave the iPhone higher marks than their own handset and over 40 percent of respondents rated the iPhone much better across key functional categories-- including music player, web browsing, voice mail, and phone call management--indicating real innovation in designing a user experience," said Harvey Cohen, President of Strategy Analytics, who conducted this research.

"While the iPhone "Wow" factor is impressive, our user panel indicated that challenges in pricing and positioning may act as a barrier to mass-market success," said Kevin Nolan, Director of User Experience Research at Strategy Analytics. "Nonetheless, the iPhone clearly represents a breakthrough in terms of user experience."

Source: Strategy Analytics, Inc.

Strategy Analytics captured consumer responses to video presentations of iPhone features developed by Apple using its panel of advanced mobile device buyers.