Apple sells its iPhone 4 unlocked and SIM free! But what does this mean for the mobile industry?

So yesterday something very interesting happened, both for the end user, the mobile operator and mobile device manufactures. Today Apple announced that you can buy it’s new device, the iPhone 4, directly from it’s website; SIM free and unlocked. You may be asking why I find this so interesting, well this basically cuts the operator out of the equation. Put simply, I no longer have to be tied to an expensive monthly contract and miss out on new phone releases, I also don’t end up paying well over the odds for my handset over my 18/24 month contract at £45 a month (£810/£1,080)!! Although tbh £499/£599 for the device is not cheap 😉 but the benefits and savings far out weigh that initial upfront cost if you are buying it anyway.