The likes of HTC and Samsung may be hot on its heels, but Apple's iPhone continues to prove immensely popular amongst gadget geeks and everyday consumers.
Unfortunately, it's still one of the most expensive smartphones on the market so finding a good deal can prove tricky. If you've yet to get your hands on the latest model, the iPhone 5S, here's where you'll find the best offers.
3G contract deals
Those who tend towards heavy data usage might be desperate to get their hands on ultrafast 4G, but if you can't pay the total cost of your handset up front and it's unlimited data you're after, 3G still offers the best value for money.
Three's 24-month contract offers unlimited data, 500 minutes and 5,000 texts for £37 a month, as long as you pay £99 for the 16GB handset, leaving you worry-free when it comes to browsing and downloading.
For the slightly higher handset price of £134.99, a 24-month contract with T-Mobile can give you 1,000 minutes, unlimited texts and data all for just £32 a month. Meanwhile with Orange, you can pay just £49.99 for the handset and enjoy unlimited minutes, unlimited texts and 5GB of data for £47 a month.
Vodafone also has an attractive deal that includes a free iPhone 5S 16GB Gold, unlimited calls and texts, as well as 6GB of data for £42 a month.
For those willing to pay a sizeable chunk of the upfront cost of the handset, cheaper monthly contracts are also available.
O2's £17 a month deal offers unlimited minutes and texts, with 1GB of data, but you'll need £600 for the handset, while T-Mobile's offer provides 50 minutes, 100 texts and 250MB of data for just £7 a month with a £419 upfront payment.
However, if you've got cash put away for the handset, it might pay to go SIM-only. Fork out the £549 for the 16GB model or £709 for the 64GB 5S and you can take advantage of giffgaff's £12-a-month unlimited data goodybag, which allows you to enjoy your iPhone to the full without being tied into a contract.
Since not all operators are offering 4G contracts for the 5S as yet, those looking for the ultimate in mobile internet are fairly limited in terms of choice.
O2's contract is the cheapest at £22 a month with £25 for the handset but, unlimited calls and texts aside, 1GB of data might not be enough for 4G fans. Similarly, Vodafone's £47-a-month deal (£79 for the handset) offers only 2GB of data with unlimited calls and texts in its package.
Ultimately, if its a shedload of 4G fabulousness you're after, you'll have to pay the price, and its EE that have the best on offer. The handset costs £19.99 with their £51-a-month contract, but you will get a substantial 20GB of data along with your unlimited calls and texts.
Of course, things will change once the iPhone 5S ceases to be the very latest tech on the market, but if you just can't wait to get your hands on the newest version of Apple's flagship phone, then your most important consideration is how much data you really need. That way you can determine what really is the best deal for you.
*Prices correct at time of writing.
Have you splashed out on an iPhone 5S? Where did you find the best deal? Leave your comments below...