O2 and Apple to launch multi-million advertising campaign in UK

O2 has announced that it will be launching its "most significant campaign" to date, in order to promote the iPhone in a joint partnership with Apple. Though the exact budget hasn't been disclosed, O2's CEO, Matthew Key, said that it would be well short of £20m.

A poster and TV campaign is due to kick off two weeks before the iPhone launches here on 9th November.

O2's figures suggest that 80% of their high-value customers want an iPhone, while 40% of higher-spending customers from other networks would be prepared to switch in order to get the handset. While the exact number of subscribers this covers isn't clear, that's sure to be a large number of people.

Countering rumours that O2 would be running the iPhone at a loss, purely as a way of enticing people to its network, Key insisted that the deal would be "absolutely" profitable for O2, adding that it was perfectly fair that Apple should receive a revenue share in return for using its network.

The exact figures have not been disclosed.

We wait to see whether the campaign looks more "O2" or "Apple" - in other words, do we get cool music and slick presentation, or lots of blue bubbles?

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