O2 is stepping up the battle for iPhone customers with the launch of its new sim-only packages.
It announced that anyone who already owns one of the Apple handsets, or any other smartphone, will be able to take advantage of its new offers.
These include a £15 per month deal, which gives O2 customers 300 minutes and unlimited texts, data and Wi-Fi usage on a 12-month deal.
At the other end of the scale, iPhone fans can sign-up to a 12-month deal at £45 per month, which gives users unlimited texts, data and calls.
Sally Cowdry, marketing director at O2, said: "Customers’ habits are changing, with more texts being sent and data being used than ever before."
O2 is also cutting its contract prices, slashing the price of its cheapest iPhone deal from £30 a month to £25 a month, which will give people 100 minutes and unlimited texts and data.