This article suggests postpaid ARPU fell around 10% in the quarter. Ugly. Driven by the current economic situation as opposed to the competitive situation, in my opinion.
That being the case, iPhone presented an opportunity for Vodafone to increase ARPU through higher rate plans with a lower initial hurdle. All very sensible but as we know the marketing execution did not have the intended result.
I had a look at the Vodafone site today to check my facts on the iPhone plans - being offline for a couple of weeks I missed that the high end plan that caused all the angst seems to have been removed and it is much clearer that you can use other existing Vodafone plans. I was going to say that Vodafone had introduced these plans purely for raising ARPU but it appears that they listened (to some extent) to their customers post-launch and at least tightened up the information.
Related I heard a rumour (unsubstantiated) that they are in the dog-box with Apple as a result of the negative publicity around the iPhone release. Probably opens up another window for Telecom as I assume being in the Apple dog-box means that iPhone stock allocation from Steve Jobs is not forthcoming...