Is this a bid to genuinely control intense consumer interest or just garner more headlines?
Either way, O2 is reporting it will be restricting iPhone 3G sales to one per customer on a strictly first-come-first-served basis (presuming you haven't done your credit checks and contract in advance) when it launches on 11 July. Interestingly, despite strong rumours of O2 stores opening at 7am, the network still hasn't confirmed when we will all be able to raid their premises on the day. PAYG prices also remain up in the air despite the leak/cock-up earlier last month.
Furthermore, a teaser email is now being sent out to all users who pre-registered their interest in the zippy new handset in which it hypes - Apple style - "iPhone 3G is almost here" as well as reiterating the one device per customer message:
"We will be writing to you again before the 11th with details about how you could place your order. However, we do expect demand for iPhone 3G to be very high so orders will be processed on a first come, first served basis so that we can be fair to all customers. Orders will be limited to one iPhone 3G per customer."
With iPhones now subsidized and available from free the UK's underwhelming response to the undoubtedly game-changing original looks set to be shelved in favour of outright carnage. Let the fanboy queues begin!
In related news Apple has released a full video guided tour of the iPhone 3G, while more experienced users can simply check out the shorter 'See what's new' version. Enjoy.