Press Release

Apple's iPhone finally went on sale in the UK today, ending months of anticipation by consumers following the US launch of the sought after mobile.

More than 1,300 Apple, O2 and Carphone Warehouse stores across the country will be offering the iPhone for sale from 18:02 BST, while those who want to avoid queuing to get their hands on the next generation product will be able to buy the handset online.

However bosses at Freeads.co.uk, the UK's largest independent website, are bracing themselves for a wave of ads selling on the coveted phones almost as soon as it hits the shops.

Chief executive Duncan Horton said: "We saw it with the PS3 earlier this year, when something is this highly anticipated, UK consumers will go to any length to get one - and often at highly inflated prices."

Horton urged caution though for buyers warning them to make sure that the seller is genuine and not to part with any cash unless certain.

The much-hyped phone also went on sale in Germany today, with hundreds of people braving wind and rain in the city of Cologne to be among the first in Europe to buy the device.

The iPhone, which serves as a mobile phone, widescreen iPod music player and internet device, proved equally popular when it was launched in the US in June. Some consumers of the other side of the Atlantic queued for days to buy what has been dubbed as the ultimate mobile handset.

To date Apple has sold over a million iPhones, which will retail in the UK for £269.

Mobile operator O2, selected by Apple as the sole network in the UK to carry the iPhone, announced earlier this week that it had hired additional staff ahead of the handset going on sale.