Macworld reports that Mac reseller Computer Warehouse has put an Apple iPhone on display in its Brentford, West London retail store.
The retailer's move to demonstrate an iPhone in one of its shops can only provide a boost to speculation surrounding Apple's strategy for shipping the device in Europe - and should also attract a few visitors to the shop.
The move comes as speculation continues to suggest Apple may move to a diversified supply chain for delivering the device in Europe's competitive mobile market.
While Apple holds an exclusive relationship with AT&T for the iPhone in the US, it may have chosen multiple carriers for the European market.
Apple has been previously understood to be in talks with Vodafone, T-Mobile, and Orange for making the device available here. Different mobile networks have different strengths in different European markets.
Apple has made no specific announcement on its European plans, dismissing present chatter as nothing but "rumour and speculation". O2 looked on course to be named Apple's UK partner for the iPhone, while another Apple partner said the handset could be launched in the UK as soon as September.
But Apple has refused to discuss UK availability, other than to reveal that the iPhone would launch in the UK in Q4.