iPhone to be available at Phones 4U, HMV and other independent retailers

As per the exclusivity agreement between Apple and O2, the iPhone was sold directly by O2 and at Carphone Warehouse stores only.

However, it looks likely that other independent mobile phone retailers like Phones 4u are set to grab the rights to sell iPhone. O2 announced officially today that it has entered into an agreement with Phones 4U that will enable customers across the UK to purchase iPhones at any Phones 4U stores. The move will see iPhone becoming available at an extra 450 stores throughout the country.

"Being able to distribute the iPhone through our partner Phones 4u helps us develop our strong trading partnership and, of course, reinforces O2’s position as home of the smartphone" said Stephen Shurrock, Sales Director for O2 in the UK.

Brendan Sweeney, Phones 4u Managing Director said: "We are very pleased to be partnering with O2 to sell the iPhone. The addition of the ever-evolving iPhone will complement Phones 4u's market-leading product range and we’re looking forward to offering our customers access to this handset."

O2 had to act fast following reports that Orange is planning a multi-channel iPhone push that will see the network operator offering the iPhone across a number of channels including Carphone warehouse, Phones 4U and independent retailers such as HMV. according to reports from Mobile News.