Apples latest flagship phone is still Japans most popular handset and its biggest selling point isnt its performance or the choice of apps. In fact, when it comes to choosing an iPhone 5S, the most popular reason Japanese consumers give is its design. According to the latest data from the Kantar World Panel, which constantly polls a global pool of smartphone consumers, 30 percent of Japanese consumers rank design as the iPhones biggest draw, followed by its 4G/LTE capabilities (29%) and the belief that the handset will be reliable (24%). Although the iPhone will be celebrating its eighth birthday this year, in Japan the handset is still a relatively new phenomenon.
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