iPhone owners who are coming to the end of their contract with O2 are being targeted by Vodafone with new SIM-only tariffs.
The tariffs have been specifically designed to appeal to iPhone owners looking for an alternative to their current network provider.
Because consumers will only be paying for the cost of the inclusive minutes, texts and data, the Vodafone deals can significantly undercut competitors, with the cheapest priced at just £10 a month.
In addition, there is a far lower minimum contract because there is no subsidised handset to cover.
Apple mobile phone users can sign up for a 12 month period, which nets them many more inclusive minutes for their money.
For example, the £15 deal shoots up to 600 minutes and unlimited texts for those willing to commit to the full year.
Since iPhone owners will have become accustomed to taking their phones online via 3G networking, the opportunity to get a data allowance from Vodafone's deals will definitely appeal.