An interesting blog post by my colleague Chris Phin over at the MacFormat blog: “it quickly became clear that this launch was less about adding whizz-bang new features – 3G and GPS are really the only new additions – and more about selling (and this is a technical term) a shitload of iPhones.”

More interesting, however, is that we Brits are no longer the losers of the deal. No longer getting stuff last – and, as importantly, no longer paying through the nose for it. You can get the iPhone 3G free on certain tariffs while, as Chris points out – the iPhone’s $199 slated US price converts properly to pounds with O2’s £99 price point.

And then, of course, there's the tax - our price includes VAT - the US price doesn't. Ha! For once we really are first past the post. And another bonus - existing iPhone owners are looked after too. Could you ask for more? Well if you did, you must be Veruca Salt.