The main advantage to me is Apple's accessory selection vs. AT&Ts. Most consumers, IMHO, I think will flock to the Apple stores leaving the rest of us to go to AT&T. I'm still not sure where I'm going because I have a few options. I definitely want a holster for my new iPhone upon purchasing it so Apple is looking real good in that regard. Apple will doing credit checks for NEW customers and for customers ADDING a line.