Removing phone holder

[GuyGTi]

I've got a Phone holder on the left hand side of the dash (Right hand drive). I bought a cup holder on eBay to replace this as VW dont sell a attatchement for the iPhone so the Phone holder is useless. Does anybody know how i remove this? Ive tried giving it a good pull but nothing. Do i have to remove the Headunit to gain access?
Thanks Guy