British interest in Apple's forthcoming iPhone 5 is waning compared to interest in a new tablet from the company, according to YouGov's BrandIndex survey.

While both tablet and phone historically enjoy good scores on YouGov's BrandIndex -- recent tracking has found that over the past months the iPad has overtaken the iPhone in overall popularity along with 'Value' and 'Recommendation' -- how good-value the public thinks a product is, and how likely they would be to recommend it to others, respectively.

Overall, the Index score for both products definitively switched positions in late July, with an identical score of 24.4 on 23rd July, followed by a gradual increase by the iPad at the expense of the iPhone. Less than a week ago, the iPad was on 25.2 compared to the iPhone's 24.1; a small, but nevertheless significant interruption to usual proceedings -- with no sign of slowing down.
Index Scores.

The Value score shows the same story - even more so, in fact. Amid generally-rising scores for both products, mid-July saw a definitive shift in fortunes as the iPad overtook iPhone. In itself, this is nothing new - except this time, it's stayed. Early this week, the iPad soared ahead on 6.1 next to the iPhone's far more stable 3.9. This marks not only a shift in comparison to the iPhone but also the culmination of an incredible hike in perceptions for the iPad's value over the past few months, from a low-point of 1.0 in early April 2012 - a peak to trough journey of a significant 5.1 points.

Going forward, the iPhone and iPad tracker will measure response to the anticipated forthcoming announcements surrounding both the iPhone 5 and iPad 4.