Reports that Apple played a lot of the UK carriers against each other seem to be true. Steve Jobs confirmed that they'd talked to a lot of different people, but that O2 was "the best cultural fit".

Something about this doesn't quite ring true. If O2 was such a good cultural fit then why not O2 across Europe? Or is T-Mobile, for example, a good fit in France but not the UK? The question was put to Steve Jobs at the event, but he dodged it with a traditional: "you know what, we're not here to talk about that today".

However, when quizzed on whether he'd upset a lot of the other carriers, he did add this gem of a comment.