It's your second selection .. a Con, and don't stop in waiting for your iPhone to be delivered !
They were harvesting your identity.. depending on how you paid,, they now know your name, your phone number, your address, your sorting code and bank account No. Or hopefully you didnt pay with a credit card .. because then they know your 16 digit card number and your security code.
Contact your bank or card supplier .. NOW ..and get them to handle it.
If it looks to good to be true .. it usually is !