Mobile phone operators fought bitterly to gain the contract, which ultimately went to Mobistar. Moreover, the price tag was inflated - as bundling is not legal here, the cost of the hardware was raised in Belgium to compensate for the loss of earnings on network subscriptions.

With the launch of the new iPhone, history seems to be repeating itself. "You can't compare the situation in the US and here," a Mobistar spokesperson said, fielding questions about the price of the new phone. In the US, Apple has promised it will be on sale for $99, but the price is expected to be higher in Belgium.

Apple has said the new iPhone will be on sale here on 26 June, but Mobistar is unable to confirm. "For the time being we're sticking to ‘this summer'," the company said.