The impact on the UK mobile phone market could be catastrophic over the coming months as Britain's network providers continue to battle over the rights to Apple's iPhone 3G and 3G S handsets.
With Vodafone and Orange securing the rights to sell Apple's latest mobile handsets and the likes of T-Mobile and 3 waiting in line for the beginning of 2010, there is a widespread fear that contracts for the iPhone will soar as competition increases.
It is an increasing worry for consumers, with the iPhone currently the most popular smartphone across the United Kingdom.
However, even greater concern surrounds the fact that rival brands such as HTC and Samsung are likely to push the budgets of their latest smartphones higher to counteract the expected iPhone war.
News of O2's loss to exclusive rights over the iPhone has seen the network giant seek new avenues of income, largely via the new Palm Pre mobile phone.
Nevertheless, the loss of income from iPhone customers will be a significant dent to O2's reputation.
The competition over prospective contracts from Vodafone and Orange will naturally see a percentage of O2 users gravitate towards their opponents.
Apple appears to be staggering its deals with network providers so as not to allow demand to outstrip supply.
The release of the iPhone to Vodafone in the New Year will see a surge of interest, particularly with people having more money following the end of the Christmas rush.
Certainly, iPhone mobile phones and mobile phone accessories are still very much in demand across the board.
This is clearly the main reason why all major network providers are taking the plunge to grab a slice of the action while the going remains good.