Customers who thought they could avoid the queues for the Apple iPhone 3G by buying online faced disappointment after it was announced that O2's online shop had sold out. O2 claims they had anticipated the demand by increasing the order capacity by over 250 times its normal rate, but this was still not enough to succeed demand. Customers have been told to check the website (http://shop.o2.co.uk/) for regular updates on the availability of the iPhone 3G.
The iPhone 3G, which is available in both 8GB and 16GB formats will go on general sale at 8.02am on 11 July from O2, Apple and Carphone Warehouse retail stores, with O2 claiming the device will be sold on a first come first served basis. In addition, O2 has opened up various channels for business customers to start placing orders, with delivery timings given once the order has been placed.