Bought these in store the other day when I was collecting my iPhone. Surprised to see them for £25 when Apple sell them for £61 and you can pick them up for around £40 on amazon.
Good in ear headphones with mic and remote built in. All details here http://www.apple.com/uk/ipod/in-ear-headphones/
Worth saying the photo on the vodafone site is wrong. These headphones are the in ear ones as sen on the apple site