Think of it from the perspective of the media relations team: after a two-year run dating back to the original iPhone, your network has just lost its exclusivity with Apple -- perhaps the highest-profile company to do so. Do you pretend it didn't happen? And if you do decide to address it, how do you spin it? Well, sit back, ladies and gentlemen, and observe O2's PR gurus at work -- because they've just spit out a terse two-paragraph release on the matter that makes no mention of Orange whatsoever, and only a veiled reference to the exclusivity loss at all. Instead, they're boasting that they "always knew that iPhone exclusivity was for a limited period of time" and even throw in a mention of the Pre, another high-profile model that's about to become an O2 exclusive, closing on a high note: "We also offer award-winning customer service and benefits, which is why more people choose O2 than any other network in the UK." You just had to play the subscriber count card, didn't you, guys?

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