Apple's flagship smartphone recorded a disappointing January in UK sales, whilst Samsung dominated the top three.
Data released from price comparison site uSwitch revealed that Samsung's Galaxy S3, S2 and the mid-range Galaxy Ace took the UK's top three spots – all outselling the iPhone 5.
Even more surprising is the positioning of Nokia's Symbian-based Nokia 100 and C2-01 handsets, which placed at fourth and fifth respectively in UK sales.
Both of the entry-level devices outsold Nokia's flagship devices, the Windows Phones based Lumina 800 and 610, which placed down in the list at eighth and ninth.
Apple's iPhone 5 placed at just seventh on the list, suffering a steep decline from the third place it managed back in October when the list initially launched.
Whilst sales of the iPhone have continued to decline, Samsung's Galaxy S3 has continued to see strong demand in the UK, fighting off competition and maintaining the top spot of the list since October.
Apple will no doubt be concerned to see it's flagship device outsold by its closest rival – not just by Samsung's own flagship Galaxy device, but both its older and budget devices too.
Even more troublesome for the US firm is the similar decline of its iPhone 4S, which has tumbled from being the UK's second highest selling device in October 2012, down to tenth on last month's list.
"The UK's loyalty to brand Samsung is unwavering, but beyond that we've seen customers shaking-up the rankings, leaving Apple's 4S for dust in favour of offerings from LG and Nokia," said Ernest Doku, telecoms expert at uSwitch.