There's no question that the iphone 3G launch day created a frustrating experience due to activation issues. Here's an idea to speed up then line. Since you pretty much have to use a credit card to purchase the phone, Apple should charge the full unsubsidized amount, whether it be 399 or 599, and then refund the subsidized difference (~$200) when the customer gets home and activates it on AT&T's network, who will in turn reimburse Apple ($~200). Benefits: -Quicker transaction times equating to faster lines -Apple gets full amount of their phone -AT&T wouldn't lose any money since people will sign up on their network to get the reimbursement (if not, it's the same as canceling after 30 days). -Customers get to activate the phone on their own time if for some reason the servers are unavailable. -Customer does not really have to pay the ~$200 since it's on the credit card and gets reimbursed right away. This would work for the straight-forward purchase (new AT&T customer, upgrade from original iphone, etc). Maybe there could be a separate express line for these customers. What do you think?