Telecoms companies Vodafone and Telecom Italia will both sell Apple's iPhone in Italy, in an apparent break from previous exclusive carrier deals, a Reuters report said.
So far, Apple has struck exclusive deals with carriers to sell the phone, such as with AT&T in the US, Telefonica's O2 in Britain and Deutsche Telekom in Germany, the report said.
Neither Vodafone nor Telecom Italia provided many details.
Vodafone said it would sell the iPhone in 10 countries, the Reuters report said.
'Later this year, Vodafone customers in Australia, the Czech Republic, Egypt, Greece, Italy, India, Portugal, New Zealand, South Africa and Turkey will be able to purchase the iPhone for use on the Vodafone network,' the British-based firm said in a statement without giving any more details.
Vodafone, the world's largest mobile phone company by revenue, has been competing with operators and retailers to secure the right to sell the phone.
O2 has described the device as a star performer which draws increased numbers of customers into its stores.
Customers using the phone have also driven up data revenues by surfing the internet and sending emails, a key attraction to operators as the cost of making calls decreases.