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Vodafone's own-brand handsets are new, not very improved
Vodafone set a new benchmark for own-brand phones with its Smart Ultra 6. The handset is actually a fiver more expensive now than when it launched almost a year ago, and yet it's still one of the best pound-for-pound devices available in the UK. The problem with setting benchmarks, though, is that you also set expectations -- expectations that the next cycle, starting with the Smart Prime 7 released today, are measured against. At £75 on pay-as-you-go, the new handset is as easy on the wallet as the Prime 6 that came before it. The problem, though, is that the Prime 7 barely counts as an upgrade.
