Vodafone has launched a free, customisable "Homepage" portal especially for the iPhone, somewhat of a confrontational move considering that rival operator O2 is currently the official carrier for the iPhone in the UK.
Vodafone says the site is "available to all iPhone users including non-Vodafone customers". UK-based Vodafone does have deals with Apple to distribute the iPhone, but just not in Britain.
Vodafone says: "As an iPhone owner, you can now save time and effort by making Vodafone Homepage your first port of call to satisfy your information needs".
The portal certainly offers UK-centric content with news from the BBC, Sky News, Premier League News, Top Gear info, weather and traffic as well as cartoons, games, Twitter, Flickr and many more.
The news is sparking speculation that O2's exclusivity deal with Apple for the UK iPhone market maybe drawing to an end - a situation mirrored in the States where Apple is said to be in talks with Verizon as AT&T's deal is said to be nearing its finish.