People want what they can’t have. For many of those living in emerging markets, that’s an iPhone.

Apple is the most desirable mobile-phone brand among inhabitants of emerging markets, according to a report from marketing firm Upstream and researcher Ovum. In the study conducted this year, Apple edged out Samsung Electronics, which was the leader in a separate survey by Upstream last year.

Samsung saw a slight decline in its share of developing-market consumers who favour its phones from 32 percent to 29 percent, according to Upstream. Apple’s share jumped dramatically from 21 percent to where Samsung was last year. More at Bloomberg.

With market research like this, Apple is very unlikely ever to lower its prices.