Air time cost differenced

[Monkehfu]

Serious question here.
How do O2 justify the huge differences in cost for the same airtime plan?

Looking through the site for an upgrade today and for my airtime plan I chose the following for any phone I looked at.

£0 upfront
24 months
5GB data

The price for this varies considerably over handsets.
The lowest being £12pm up to £24pm. How?

How do O2 justify selling the same airtime plan at different prices?

Why is 0/24/5GB more expensive on say a Pixel 5 from a Sony II 5G?

[Cleoriff]

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@O2Lisa wrote:

You're welcome @Cleoriff 

Hope you've had a lovely weekend 

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Once I can see and feel the sun again @O2Lisa, I may have a good weekend. Until then pretty much 'same old same old'

[Monkehfu]

Have enabled private messages.

[Cleoriff]

@O2Lisa?

[O2Lisa]

Thanks @Cleoriff 

[Malcolm11]

I am about to upgrade but would like an answer to the same question happy for you to private message me or reply on here **Personal info**

Thank you