iPhone sales in the UK have sparked up following a major advertising campaign and the January introduction of new tariffs, Mobile Today reports.

O2 and Carphone Warehouse staff have both confirmed a re-awakening of interest in the product since January. They also confirmed that interest in the product waned post-launch.

Confirming iPhone sales to have "dramatically" improved, an O2 representative said excitement had reignited about the device, and that the new O2 tariffs had put it on a "more level playing field" with other devices.

O2 tripled the minutes and doubled the number of texts on iPhone tariffs when it revised these in January.

The network also confirmed the iPhone introduction had increased the rate at which customers visit its network of shops and had sparked better sales of other handsets.