One of our readers has received a text from Three mobile that states that, as he is due an upgrade, the provider will reserve an iPhone 4 for him.

The company has, apparently, contacted him by text: "From 3: Great news. You'll get an iphone 4 upgrade and we've already reserved one for you. Find out more", it states.

Following the link, he then gets the message, "Your iphone 4 coming soon. Following your interest in iphone 4, we're pleased to tell you that you'll get one as an upgrade. You've probably heard that the phone is in huge demand. So to make sure you're one of the first to get the iphone 4 on Three, we've reserved one specifically for you.

"And we'll be in contact in the next few days to confirm so you don't have to worry about calling us in the meantime".

Additionally, another customer has tried to access the company's website after receiving an email telling him that the iPhone 4 is now available on pre-order, only to be faced with a default message: "Sorry, is currently unavailable because we're doing some essential maintenance work".

It's a far cry from O2's "first come, first served" policy.

Thanks to Dan and FunkyChopsta.