O2 are under more pressure than they are used to with their iPhone customers due to the iconic mobile now being available on Vodafone, Orange and Tesco Mobile.

O2 have now acted to retain its earliest iPhone customers whose 18 month contracts are now expiring.

Obviously, O2 want to do everything they can to retain customers but the problem is that the iPhone is still practically the same mobile they had 18 months ago, so a mobile upgrade is not possible. Also with the new iPhone rumoured to be coming in the next couple of months they don’t want to be locked into another 18 month contract.

So to counter this problem O2 has introduced a Simplicity Tariff for the iPhone. A simplicity contract works on a thirty-day rolling agreement meaning you aren’t locked into a tariff and mobile for a long-period.

This is perfect for O2’s iPhone customers waiting for the next generation of the iPhone and will no doubt prove hugely popular. The Simplicity contract comes with unlimited data, Wi-Fi , 600 minutes and 1200 texts all for just £20 a month. There is also a £30 option which comes with 1200 minutes and 2400 text messages.

Simplicity contracts are only available to existing iPhone customers and cannot be obtained any other way.

We think it’s a shrewd move from O2 and might well say a lot of customer defections.