If I was not upgrading I would definitely go to an Apple Store to get my iPhone. They will have much better stock levels, and the overall experience is far better than a visit to O2 or CPW. Sadly I do not have that choice or luxury and have to throw myself at the mercy of O2 or CPW with their limited stock levels. So please, if you are a first timer, do us upgraders a favour and go to the Apple Store. That way we will all have a much better chance to get what we want, and at the same time you will, in one way, be voting with your feet against O2 and their appalling mis-handling of this launch.