Give people more credit...
I think the great British public are more intelligent than you give them credit for. They know what an iPhone / iPad / iPod is and what is not. A great many of them believe the hype and go for the apple product because they want to or because it's what their friends have, or maybe it's the natural progression once you are locked into the apple store.
A great number of us, look at the figures, don't want an apple device and go for something else. And the best thing right now is an Android device. Simples.