Vodafone has announced that it will be selling the iPhone to new and existing customers in contrast to its rival O2, which announced this week that only current subscribers would get Apple's latest phone.
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The carrier has confirmed that all UK consumers will be able to get the iPhone 4 in upcoming deals, although it has not said whether demand for the smartphone will be met with adequate stock, as fears over delays continue to grow.
Vodafone could be setting itself up for a sudden torrent of new customers, risking the loyalty of current users who are unable to get their iPhone 4 as the stock is depleted by late arrivals, according to V3.
Orange, O2 and 3 have all been relatively tight lipped as to how many customers will be able to receive the iPhone 4 when it is launched, suggesting that most are worried about their stocks being inadequate in the face of surging public interest.
T-Mobile has effectively confirmed that it will not be launching the iPhone 4 on its UK launch date, which could potentially place it in a difficult position as its rivals have all committed to this release schedule.
However, it might be able to placate potential and existing customers by being honest about stock levels.
The UK has not been subject to the same pre-order cancellation fiasco as users in the US, although with O2 and its rivals all hinting at low levels of iPhone 4 availability, there is still a chance that some issues may arise.
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