Customers who purchased the iPhone when it was released by Orange earlier this week were puzzled by the emergence of a 750MB data cap, which seemingly contradicted the promise of unlimited 3G downloads and browsing.
Orange was quick to adjust its wording and issued a statement which it hoped would clear up the matter and mitigate any damage to the market perception of its new iPhone price plans.
Orange made it clear that iPhone users would be able to use their data connections as much as they liked and that the 750MB limit should not be referred to as a 'cap', but should be thought of as a guideline usage limit.
As such, iPhone users will be able to reach and indeed exceed the limit, but on doing so may receive a text or call from Orange to discuss their usage levels. Orange has stated that it will never charge customers or restrict their service if they exceed the guideline.
Industry experts have suggested that Orange is attempting to curb the impact of the iPhone on its network in order to avoid suffering the same outages that O2 experienced when it first offered the popular handset.
This latest issue highlights the problematic nature of the marketing language associated with the 'unlimited' deals offered across the mobile phone and broadband industries.
Orange claims that 750MB is more than enough for most of its iPhone customers, but the network has also put a 10MB limit on the size of individual downloads. This means larger files and applications will need to be downloaded via the Wi-Fi connection.
Orange is having to find a balance between individual data services and customer satisfaction across its entire user base.
Ultimately, excessive data use by iPhone owners taking advantage of the unlimited service could have wider negative repercussions, outweighing this recent public retraction of limitations to the data service.