Monkey nuts 2: I was going to sign up to £45 / month and it definitely was going to apply to that, not having seen any printed info I can't be any more precise, sorry.
zchari5: Interesting points but here's where it kind of falls apart for me...
You say £159 which is roughly a 16GB iPod Touch in America - well, roughly, yes, I'll not get into the price differential argument that invariably forgets about VAT and the realities of exchange rates...
So what you're getting is a 16GB Touch, for substantially less than the price of a UK 16GB Touch, and a phone with GPS thrown in "for free" like so many other 35/month deals.
The minutes & texts are 600/500 + internet + wi-fi.
If you tried building that with Simplicity it would be the £20 (online) + internet (£7.50) + wi-fi (£7.50) = £35 so the same as the iPhone tariff.
On Vodafone, the equivalent as SIM only would be £20 + internet (£7.50) + wi-fi (don't know!) so we can assume that's pretty darned near as well.
On T-Mobile, Flext30 is about as close as they get and thats £30 without the wi-fi.
So it really doesn't seem that bad a package any more...
Anyways, regardless of whether people want / like / loathe an iPhone, as far as I can see it's the best deal out there.
Oh yeah, and here's another thought - if Carphone Warehouse offer the same redemption online as they will be doing in-store then there's £45 quidco to take into account as well ;)