Recent market research out of the UK suggests that over a third of the smartphones under the Christmas tree this year will be iPhones.
The new data from GfK, which is based on sales figures from the largest UK operators for the 4 weeks up to December 9th, shows that the iPhone 4S alone accounted for almost a quarter of purchases.
Maybe its down to the latest Apple ad featuring Santa getting some assistance from Siri, maybe the buzz around the most expected iPhone ever, either way iPhone 4S tops the most wanted list with previous models, iPhone 4 and iPhone 3GS, also selling strongly.
As The Financial Times reveals, iPhone models accounted for 37% of handset sales across UK.
On the Android side, the Samsung Galaxy II leads the way landing in second place of the best selling smartphones.
RIM has also hit the market with three successful BlackBerry Curve models in the top 10 handsets, despite the highly publicised coverage failure a few months ago.
Nokia, meanwhile, has apparently missed out on the holiday shopping frenzy, as its Lumia wasn't in the top ten smartphones list.
The smartphone market as a whole has expanded at a fast pace over the last year, with figures from Ofcom showing ownership almost doubled (up 46%) between Feb 2010 and August 2011.