At this price the Apollo is ok value, but if you shop around you can get one for £79.99 which is a no-brainer.
The phone is great, reliable, fast, with a good camera and superb sound. In fact it offers an experience 9/10ths of an iphone.
The android app store lets the side down though. it is full of junk applications and is very hard to find a good one.
The only down side is that you need to get this on a contract or a pay as you go bundle with free data like (Giff Gaff). The phone will not allow you to totally turn off background data communication from apps. This means that you lose about £1 per day in data charges. I've searched the forums and it seems this is a common complaint, and one that is quite annoying costing £30 a month in data charges.
I purchase mine with a silicone case and screen protector bundle (from amazon) for £6. These are much better than the ones from Carphone Warehouse as they don't leave bubbles under the film and are cut to size already.
So to sum up, the Apollo is a very good phone, camera and gadget. It's not as good as an iphone but if you have free data (available on bundles from £10 per month), over the term of a typical iphone contract you'll save about £500-700.