Joining the club
As the inevitable queue begins at the Regent Street Apple store for the iPhone 4, Tesco is the latest operator to publish its iPhone 4 tariffs.
Of course Tesco Mobile is actually a virtual network operator - reselling O2's infrastructure - and it seeks to differentiate itself by playing to Tesco's strengths and stressing value for money.
The big difference between Tesco's prices and all the others published so far is that there's a 12 month option. Sign-up for £20 per month for a year and you get 250 minutes and 1GB of data per month, as well as ‘unlimited' Wi-Fi.
You still have to £349 up front, but the aggregate prices are still only £110 and £100 more than the PAYG prices for the 16GB and 32GB phones, respectively. The two year £45 per month deal looks pretty competitive too, with ‘unlimited' minutes.
Here's Tesco's table. Note there are loyalty card implications too, if you're into that sort of thing.