If the mains plug, is non-polarised then it makes sense to assume that either active conductor is phase.
If there's a polarised mains plug, then it's perfectly reasonable to assume that live and neutral are correctly wired up and the fuse and switch should always be on the phase side. When designing an appliance one must assume the installation is wired correctly and one can't be held liable for a shock/fire due to a faulty installation, i.e. reversed phase and earth conductor. I doubt anyone designing something with a 3 phase + neutral plug, would presume phase and neutral are interchangeable and consider switching two of the phases and the neutral.
It would seem that way but let me offer you a counter example.
If you are in France and plug in a piece of equipment which uses a Schuko to IEC lead you will almost certainly end up with live and neutral swapped in the equipment, despite the polarised plug.
The reason is that all of the Schuko to IEC leads that I have ever encountered (I suspect even those bought in France
1) are wired to the German pattern which puts the live on the left of the socket and the French put it on the right (as viewed looking into the socket as installed).
In fact the French "normes" only require the live on the right if the earth pin is at the top of the socket - if the socket has been inverted there is no convention.
Also - and, OK, I don't think this is entirely a fair criticism - if you use one of the Schuko to UK adapters in France you will find the British plug goes in upside down and live and neutral will be swapped - putting the fuse on the neutral side is not all that great for safety.
[1] I'm not sure whether any of the many Schuko to IEC leads that I possess were bought in France, I suspect that they were all bought in the UK or that I acquired them in equipment where they were an "extra" because the box contained both a European and a UK lead. BUT all the ones that I have seen on sale in France look to be the usual Chinese imports and I doubt they do a French specific version but just ship the CEE 7/7 hybrid plug.
In the real world, a UK consumer* would buy a 230 V appliance from Amazon (or another online dealer) and get it delivered with a Schuko (CEE 7/4) cable, because that's how appliances are delivered these days (don't tell me it's illegal in the UK, because that's moot).
He will then go to his local electric shop and buy one of those nice cigar-box sized, 3-prong, UK-type plugs, cut off the Schuko and do the wiring of the plug himself.
Splitting hairs it will be delivered with a hybrid CEE 7/7 plug.
Also, unless bought via one of the European sites (amazon.fr, Amazon.de etc) it should be delivered with a IEC to BS1363 lead - in fact a lot of things that I have bought simply have both as noted above.
If not s/he probably will just go and buy a pre-made lead because most people are too lazy and too deskilled to wire a plug and the chances are a prefabricated lead costs less than a plug anyway.