IT'S a phone, Jim, but not as we know it! Even self-confessed technophobes are getting excited about Apple's new iPhone which launches in Britain on November 9.

Mobile phone firm O2 has taken on 1,400 staff to help cope with demand for the hi-tech gadget which works as a touch screen mobile phone, internet browser and music player.

A spokesperson for the company, which has 450 branches across the country. including Commercial Road in Bournemouth, confirmed they were gearing up for the big rush.

"It's going to be all hands on deck tomorrow - we have even taken on more staff in some of our major stores to cope with the extra demand," she said.

All O2 stores will close at 4pm for a couple of hours and then re-open again at 6.02pm (02 get it?) and remain open until late.

Over a million phones have been sold in the US since the end of June and it is understood that several hundred thousand have already been ordered in Britain.

It's certainly a far cry from the first telephone patented by Scottish scientist Alexander Bell in 1876 who invented a device to transmit speech electrically.

Now Apple has been attributed with reinventing the phone for the 22nd century.

Not only can you make a call simply by touching the screen, you can also check your emails, watch your favourite movies or listen to some music.

It's sleeker than rivals such as the Blackberry and Treo, and the eight gigabyte version of the iPhone holds up to 1,825 songs.

Alan Jones, who lives in the New Forest and worked in computer technology for 30 years, got the chance to try an iPhone during a recent trip to the States.

"It really is a fantastic innovation," he said. "It combines all the very best of modern technology in one streamlined package. It redefines what you can do on a mobile phone.

"It's also easy to use and can connect you to the internet wherever you are.

"I've never been one for wanting to have the latest gadget but I will definitely be getting one of these - although I'm going to wait until the price drops down a bit first!

"I think it's going to be the must-have item of the year and no doubt will be the top of everyone's wish list this Christmas," he added.

O2 fought off stiff competition from rivals in the UK to win an exclusive contract to offer iPhones on its network. The deal is understood to have involved a unique arrangement where Apple will take a share of call income.

Customers are required to sign up for a minimum 18-month contract with 02 charging £35 a month, which amounts to £630. The tariff, plus the £269 cost of the handset, amounts to £899.

Mark Stansfield, O2's sales director added: "It is the breakthrough that is changing the way people use their mobile phones forever.

"We've hired and trained hundreds of new iPhone specialists who will be in all our stores giving live demos and showing customers how to get the most out of their iPhone."