In a move that marks the overhaul of the Apple iPhone tariffs, the Telefonica-owned O2 - Apple's original mobile partner in the UK - has recently unveiled a new Simplicity SIM-Only tariff for the exceedingly popular smartphone.

Going by a Mobile News report, the new SIM-only iPhone package from O2, which will be quite similar to the pricing of the carrier's closest rival Vodafone, will begin at £15 for a 12-month contract or a £20 a month rolling contract. The package will include unlimited texts, unlimited UK data, Visual voicemail, and WiFi.

The SIM-Only package will especially appeal light users - it offers 300 minutes, with an additional £5 charge for purchasing 300 more minutes. Moreover, the package also includes a tethering option that provides users 3GB worth of data for only £10 per month.

Noting that the customers have shown an inclination towards sending more texts and using more data, Sally Cowdry, O2 Marketing Director, said: "We have listened to our customers and introduced a range of new tariffs with unlimited calls, texts and data offering real value for money. We have also introduced a new £2 per day Internet Tethering Bolt On."

However, the O2's contentious move of discontinuing free `unlimited' bolt-on deals, which were particularly attractive for high-value customers, might just put the carrier at an apparent disadvantage against competitors like Orange and Vodafone.