Better deals for UK users of Apple's iPhone are being launched as operator O2 overhauls tariffs less than three months after the mobile hit the stores.
The iPhone was launched last summer
The lowest £35 monthly tariff is to offer about three times as many texts and minutes, while the current £55 deal will be cut to £45 from Friday.
O2 is also introducing a £75 deal, with 3,000 minutes and 500 text messages.
Apple slashed the US price two months after the iPhone's launch, sparking rumours of slowing sales.
But the manufacturer later announced that it had sold one million iPhones ahead of its target date of the end of September. The phone had gone on sale in July.
UK customers will be switched automatically to the new deals by mid-March.
Those on the £35 deal will see their allowances increase from 200 minutes and 200 text messages, to 600 minutes and 500 texts.
Users paying £55 a month will enjoy a £10 cut on a tariff offering 1,200 minutes and 500 texts.
Sally Cowdry, O2 UK marketing director, said: "The iPhone is already our fastest ever selling device and this added value will allow us to appeal to an even greater segment of the market - it is an unbeatable proposition."
Contracts for existing customers are to continue for their 18-month term, but there will be no compensation for the previous period offering fewer minutes and texts.
Apple compensated US owners with $100 (£50) vouchers after cutting $200 (£100) off the price of the eight-gigabyte version of the iPhone.