O2, the exclusive operator of the Apple iPhone 3GS, has said that it has run out of stock of the new Apple mobile phone, suggesting that the new handset was more popular than previously thought.

In a statement on the company's website the operator says:

"iPhone 3GS is currently out of stock: Due to the phenomenal demand for the new iPhone 3GS, we've temporarily run out of stock online, over the phone and in our retail stores".

O2 says that it expects additional stock of the new iPhone 3GS to be available online, over the phone and in their retail stores at the end of this week.

As a consolation, the operator says that the iPhone 3G 8GB model is still currently available.

However, the news comes as many customers are complaining that the white version of the new handset is already starting to discolour over time due to heat issues.

Apple has yet to respond to the claims.

Meanwhile Play.com announced today that it would be selling the new iPhone 3GS without contract for £899.99. Those willing to opt for the phone that costs more than your average laptop will be pleased to hear the online retailer is offering free delivery to would-be customers to seal the deal.