So - you've queued in line for hours, coped with chaos at Apple and O2 retail outlets as the iPhone sales systems fail. What else do you need to create the perfect customer experience?
Would you like iTunes to brick up your iPhone 3G when you get it home and try to activate it? Or, failing that, if you are simply attempting to upgrade an older phone with the new software, so you can play with those dozens of applications you downloaded from the App Store yesterday, perhaps you'd also like iTunes to delete everything on your iPhone and leave it unusable?
A little far-fetched? Not at all - it appears iTunes and O2 have managed to arrange one huge slap on the faces of iPhone customers all across the UK. As Macworld UK explains, "what is happening is that people's existing iPhone's are being bricked up as users
