Apple's iPhone 4 hits Canada

Canadians will get the latest taste of some new technology Friday as Apple's iPhone 4 goes on sale across the country.

But that freedom comes at a price, with the cost of the unlocked device running between $650 and $800, which is three to four times the cost under a traditional multi-year plan.

That is still a good deal for some, given the freedom.

"It ought to sell like hotcakes, if people know what they are doing. An unlocked plan is the way to go, " Shane Nelson told CBC News in Winnipeg. "If you are mad with your provider, then you can walk away."

Reception problem

The iPhone was launched in the U.S. last month, but customers complained that calls were being dropped when the phone was held a certain way.

Apple is giving away free rubber cases it says will improve reception when the iPhone is released in Canada and 17 other countries.

Apple CEO Steve Jobs has downplayed the problem, saying it's a common issue with all smartphones.

Earlier this month, Consumer Reports magazine did not recommend the iPhone 4 because of the reception problems.

Analysts also said Apple created a public relations headache for itself by appearing initially to dismiss the issue.