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The UK's sole carrier for the Apple smartphone is clearly anticipating huge demand. It is warning that it will only sell each customer one handset.

Anyone who has already registered their interest in the iPhone with O2, will be notified soon with details of how they can place an order. Again O2 is prepared for demand to outstrip supply; orders will be dealt with on a first-come, first-served basis.

According to RBC Capital Markets, demand for the 3G iPhone is "unprecedented", with 56% of those who plan to buy a smartphone opting for the Apple handset. A further 25% suggested that they were not averse to buying one sometime in the future. Both figures increased sharply from RBC's March survey, conducted before the 3G iPhone was unveiled.