Hart suggested that existing O2 customers may have a perception that it is easier to upgrade their mobile by going straight to O2. "If a customer has an existing contract with O2 they may have the perception that it's easier to upgrade with O2. They can come into the store and talk tariff options though. Maybe talking to O2 directly makes sense," said Hart.

However, she was quick to add that she couldn't comment for Apple.

One interesting observation is that the black iPhone 3G S is outselling the white version by 3:1. O2 also confirmed that over half its iPhone customers have already downloaded the iPhone 3.0 software.