We’d like to think that’s what’s happening at UK branches of O2 shops and the Carphone Warehouse right now, where Apple’s blabber is on sale for £100 less.

The price cut only applies to the 8GB iPhone at the moment, with no movement on the newer 16GB model.

O2, which is the only company to carry the iPhone, had already reduced the cost of its tariffs to tempt in users.

The move has added fuel to a number of rumours: first, that the deal is designed to act as a stock clearance before a 3G iPhone launches in the summer; and second that sales have so far failed to meet Apple and O2’s expectations.