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The iPhone 4’s operating system is what will enable it to outsmart rival smartphones in the high-end handset wars, a poll reveals.

Unveiled to an expectant tech world last week, the iPhone 4’s OS improves on its predecessor with the addition of 100 new features and enhancements.

Chief among these is that it brings multi-tasking to Apple phones for the first time. This will allow owners to use multiple apps simultaneously and in so doing transform the smartphone experience.’s consumer survey found that operating systems are now the number one concern for consumers when buying a new smartphone, with 49.5 per cent naming it as their top priority. This is more than double the number (21.4 per cent) who said price is their primary consideration.

And in a further endorsement of Apple’s approach to smartphones, which are marketed heavily on how many apps are available, 13.8 per cent of those quizzed named the range of applications on offer as most important when buying a phone.

Conversely and perhaps somewhat surprisingly given the enhanced camera housed in the latest iPhone iteration, just 3.1 per cent of respondents cited imaging capabilities as important.

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Harry Jones, Director at, said: “The iPhone 4’s improved operating system comes hard on the heels of Google’s “FroYo” – the latest version of its Android platform - and is exactly what is required for Apple to see off the next wave of Android phones.

“The rise of the robots has been the tech story of the last 12 months, with massive sales for the likes of the Android-powered HTC Desire and the Sony Ericsson Xperia X10. Clearly Apple are feeling the heat, but they look set to maintain their position with this week’s announcements.”

Head to the press release section to read more about the survey results in our full press release.

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