The answer is easy, the price and tariff is the same whichever store you go to in the UK, The price is fixed across Apple, O2 and Carphone Warehouse. You're not using Apple as a service provider much the same as Carphone Warehouse so the tariffs come from O2. PAYG is not available yet so you'd have to go for Pay Monthly, tariffs can be found using the link below. Hope this helps clear things up a little
http://www.o2.co.uk/iphone/paymonthly
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