Building on O2’s campaign to ensure customers don’t pay for connected devices that they already own

  • O2 shakes up billing practices once again, putting Apple Watch into the hands of Brits for as little as £9.99 a month for the first 6 months (£14.99 thereafter).
  • By extending custom plans to Apple Watch, O2 gives customers more choice about how they structure their Apple Watch device and airtime plans.
  • New research reveals the injustice of connected smart tech contracts, with 81% of Brits feeling ‘trapped’ by fixed term contracts, and 89% demanding more flexible payment options from mobile networks.

14 June 2019: O2 is today extending its industry-leading custom plans to Apple Watch, once again shaking up the mobile industry by tackling the injustice of standard cellular contracts.

The launch of Apple Watch on O2’s custom plans will enable more customers to access the freedom of cellular connected wearables, including the ability to be more active and manage their health in powerful new ways. According to research conducted by YouGov on behalf of O2, currently less than 1 in 10 people (9%) own a smart watch, with cost one of the most significant barriers to ownership.

Customers purchasing Apple Watch from O2 on a custom plan can choose how much they want to pay for the device upfront (from a minimum of £20), and have the ability to spread the remaining cost between 3 and 36 months (in one-month increments) at 0% APR. This means customers can pay as little as £9.99 a month for the first 6 months if they select a 36 month contract (£14.99 a month thereafter), allowing customers to access smart tech on their terms and according to their budget.

Mark Evans, CEO of O2, said: “The mobile industry should offer greater flexibility to make the power of technology accessible for all. It can’t be right that rigid contracts and inflexibility are still stopping consumers from accessing the benefits and freedom of advanced technology like Apple Watch Series 4, offering breakthrough communication and fitness features. At O2 we believe that everyone should benefit from access to technology, so we offer customers the control and flexibility to build plans that best suit their needs.”

According to research conducted by YouGov on behalf of O2, 81% of Brits feel trapped by fixed term contracts for mobile technology, and 89% agree that operators should make monthly contract payments more flexible.

According to the O2 research, the top 5 drivers of consumer uptake will be:

  1. The ability to track fitness levels (67%)
  2. The ability to monitor health and wellbeing (61%)
  3. Messaging e.g. text, emails etc. (60%)
  4. GPS tracking and navigation (31%)
  5. Contactless payments (20%)

– Ends –

Notes to editors

About Apple Watch

Apple Watch Series 4 £14.50 Device Plan for 36 months and £0 monthly rolling Airtime Plan (for the first 6 months only, then £5+ RPI), with £20 upfront.

Apple Watch Series 3 £9.99 Device Plan for 36 months and £0 monthly rolling Airtime Plan (for the first 6 months only, then £5+ RPI), with £20 upfront.

Apple Watch must be paired with an iPhone 6 or newer with an O2 pay monthly airtime tariff (“Paired iPhone”). If the Paired iPhone airtime tariff is cancelled your Apple Watch Airtime Plan will also be cancelled & you’ll have to repay your Apple Watch Device Plan in full. Apple Watch Airtime Plan shares mins & texts from Paired iPhone & provides unlimited data when Apple Watch is not within range of the Paired iPhone or connected to Wifi. Otherwise the Apple Watch will use the Paired iPhone’s data. Apple Watch has UK data only. Min 3G required. Apple Watch can’t roam unless in range of the Paired iPhone. Each Apple Watch needs its own Airtime Plan. Max one Apple Watch Airtime Plan per iPhone. O2 is offering Apple Watch Airtime Plan for £0 for the first 6 months, then £5 + RPI. Offer limited to one per unique Apple Watch and iPhone pairing. Offer ends 18 Dec 2019.

About O2 Refresh custom plans

O2’s revolutionary custom plans, launched in 2018, continues to be a key differentiator for O2. Customers can choose how much they pay for their device upfront (minimum upfront costs may apply) and choose to spread the remaining cost between 3 and 36 months at 0% APR for a lower monthly bill. Once in contract, customers can flex their data up or down each month and pay off their device plan at any time. Once a customer has paid off their device plan, they only need to pay for the device’s monthly rolling airtime plan, or customers can choose to upgrade or leave.

With O2 Refresh custom plans, customers don’t pay more for spreading the cost of their device and will never pay for a device they already own – illustrating once more that O2 is the true customer champion.

Note: Customers need a monthly rolling airtime plan for as long as they have a device plan, and if their airtime plan ends for any reason they will need to pay off their device plan in full. Finance subject to status and credit checks. 18+. Direct Debit. Credit provided by Telefónica UK Ltd, SL1 4DX. Telefónica UK is authorised and regulated by the FCA for consumer credit and insurance. Terms apply, see

For more information visit:

About the research

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2127 adults. Fieldwork was undertaken between 13-14t May 2019.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

Journalists can contact the Virgin Media O2 press office on: 01753 565656
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