When Unlimited really is unlimited.

With the launch of the iPhone only four days away O2 have announced that Unlimited really is unlimited.

"Customers find 'unlimited with limits' confusing, plus most people don't speak in megabits or understand what they equate to," said O2 UK chief executive Matthew Key in an interview for the Daily Telegraph.

Originally O2 had been planning to advertise data usage on the iPhone as "unlimited", with a "fair usage" policy, where it would cap use at 200 megabits of data per month.

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