SleepyDog took part in the launch after designing an application for the mobile phone, which is available via a free download from Apple’s iTunes’ online application store.

The application – LifeCast – allows users with internet blogs to post images and text via their iPhone, rather than having to use a desktop PC or laptop.

To celebrate the launch, staff from the company bought iPhones from Harborough’s O2 shop before taking them back to their offices in Roman Way to download the application, recording the experience for a video posted on their launch day website.

Founded in 2000, SleepyDog has previously worked on BAFTA award winning PlayStation 2 quiz game Buzz!, which it co-created and devised more than 35,000 questions for.

On the launch of LifeCast, Damien Laughton, product manager for mobile phone applications at the firm, said: “In all, SleepyDog have broken into the market in just over four months.

“We went from having no experience in the mobile development field to releasing our first application to the mass consumer market in a very short period of time – a process we are very pleased with to date because, from the outside looking in, it can be a daunting undertaking.”

Apple launched the original iPhone in November last year but the new version supports faster 3G wireless networks, has GPS satellite navigation built-in and is more affordable.

More than one million were sold in the first three days and staff at SleepyDog were pleased to discover that, by the end of launch day, more than 100 users were using LifeCast from their new iPhone. For more information about LifeCast or to see the launch day video visit http://lifecast.sleepydog.net.