
Going even further, O2 says 1 percent of its smartphone users use a whopping 36 percent of all mobile data traffic, and that those users are mainly iPhone owners.
Instead of unlimited, users can now buy 500MB, 750MB or 1GB data packages, each of which includes unlimited Wi-Fi time via The Cloud and BT's OpenZone services.
Just like with AT&T, anybody currently with an iPhone contract can still use unlimited bandwidth until the end of their contract but new users will not be as lucky.
Anybody afraid of going over the bandwidth they purchase can check their data consumption on the O2 site.