Vodafone chief Arun Sarin is dismissing the competitive threat of the iPhone, criticising it for supplying a "pretty poor experience" due to its use of second generation mobile networking technology. In a report in the Financial Times, Sarin argues that Vodafone will still command an important position in the mobile internet market, regardless of new entrants such as Google and Apple. "Whoever comes into the marketplace is going to have to work through us," Sarin is quoted as claiming. "The simple fact that we have the customer and billing relationship is a hugely powerful thing that nobody can take away from us."

Vodafone has seen its revenues boosted in recent months by broader uptake of mobile data services. Although Sarin is dismissing the iPhone experience, Vodafone was originally keen to offer the device to its UK customers, but lost out to O2.