Vodafone will offer the iPhone 3G and iPhone 3Gs in the UK from early 2010. The deal will mean Vodafone is able to offer the iPhone in 13 markets.
The deal comes as O2's period of exclusivity with Apple draws to an end.
Yesterday (28 September) Orange secured a deal with Apple to sell the iPhone to its customers.
Last week, Vodafone announced the launch of Vodafone 360 - a new suite of internet services for the mobile and PC.
Through Vodafone 360, a customer’s contacts, status updates and messaging services are brought together in one place. The service is automatically backed up and synchronised between Vodafone users' mobiles, PCs or Macs.
The activity heralds the start of a new brand positioning for Vodafone in the UK.
David Wheldon, global brand director, said the upcoming advertising campaign, created by BBH with media planning and buying handled by Carat, signals the start of a "a tonal shift" in the company's marketing activities, in an attempt to get rid of the "stuffy corporate image I know we have in the UK".
Talking to Media Week, Wheldon also revealed plans to increase advertising spend, adding: "For years we have undershot our market share in the UK. You will see us increasing our spend, or rather investment... by about 15%."
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