someone over at the discussions.apple.com boards stated that they spoke to someone at their local apple store and were told that the store would be selling the phones only and that service would be arranged through at&t. this jives with a report on appleinsder that said there would be a unique and easy activation process for the iphone, most likely through itunes. at&t leaked internal documents say that you will be able to access and pay your bill through itunes so it would makes sense that you'd be able to activate service through it as well (almost like a special iTMS for cell service, it's all WebKit i believe). to me this is great, make it as easy as possible, i only see one downside though. while this makes it easy to buy the iphone directly from apple for people who want it, it also makes it easier for scalpers to buy the iphone directly from apple and put it up on ebay at inflated prices. what do you guys think?