O2 has apparently sold out on iPhone 3GS AND iPhone 3G online and in shops, prompting suggestions from observers that Apple might be diverting some of O2's stock to Orange and Vodafone, both of whom will be selling the iPhone soon.
Speaking to the Telegraph, an O2 spokesperson said that the Telefonica-owned network will "continue to see extremely high levels of demand for the iPhone which means it comes in and out of stock very quickly and will be why the website hasn’t had any since Monday."
Worryingly though, the overwhelming majority of O2 shops have also run out of iPhone 3GS stock but strangely enough, Carphone Warehouse doesn't seem to have any problems with availability and stated that they "aim to deliver all iPhone 3GS in stock orders within two or three working days."
O2 sold more than 1.5 million iPhone handsets ever since it launched in the UK back in November 2007 but its exclusive partnership with Apple is set to end within weeks as two of O2's fiercest rivals have announced that they will sell the iPhone as well.
The number of SIM-free iPhones available on the market also appears to be on the rise (see Don't Wait For Vodafone & Orange, Get The iPhone Now). Analysts have suggested that a formidable price war lies ahead of us with savings of up to £120 (over two years) expected on some contract deals.
Obviously, a price war will only benefit Apple rather than the mobile phone networks that are selling the iPhone. The company will only be spreading its influence around and it will be hard to wean off the lure of Apple once it has settled. Other smartphone manufacturers will certainly need to learn from Apple's winning strategy.