UK Firm Rents iPhones

Looking for a brand new iPhone, but can't afford the plan and the phone itself? Rent one out. A company out of the United Kingdom, erento, rents hardware, tools, cars, and appears to also rent out iPhones. They're supposedly brand new, but they wouldn't be opening a new package every time somebody rented the iPhone for a day, so they're probably used, but in perfect condition. Picking up an iPhone for rent will cost you a cool $50, or £29.