O2's blaming their incompetence on Apple.
"We have been working continuously with them [Apple] to get as much stock for the UK as possible. Unfortunately, they have only been able to supply a small proportion of the number of phones we asked for, because they are launching simultaneously in 22 countries."
Yet from a text I received from O2:
10 June: "...To thank you for being an iPhone fan, we're offering you an early upgrade to the brand new version when it launches on 11th July 2008.... For now, please just register your interest *AND WE'LL RESERVE A NEW IPHONE FOR YOU.*" (emphasis mine.)
So if they were having so much trouble getting stock after they sent that out, and after so many of us "registered our interest," why not send an update saying they weren't able to actually reserve the phones they said they would reserve?
I doubt I was the only one who blithely went online expecting to upgrade to my *RESERVED* iPhone, despite the subsequent texts saying demand would be high. I wasn't worried about that because O2 had already *RESERVED* one for me.
Or so I thought.