O2 has said that the new 3G iPhone will be limited to 1 per customer when it is launched, reports PDA Advisor. Apparently the UK phone provider sent out a text message to users saying that when the 3G iPhone is launched on July 11, it will limit the customers to only buy one iPhone. They added that the amount of demand is expected to be very high, and that sales will be on a first come, first served basis.