O2, the UK’s largest mobile operator, on Tuesday sought to inject fresh momentum into sales of Apple’s much hyped iPhone by improving the value of its price plans.

O2 this month fell just short of its target of selling 200,000 iPhones in the two months following its launch on November 9. The operator is the exclusive UK network for the iPhone, and about 190,000 devices are believed to have been sold in the first eight weeks.