Just got off the phone with 3 different AT&T stores in the Dallas Area. All three told me that this morning they were advised that the rule is one per person PERIOD (regardless of family, multi accounts, etc..). If you want a family plan, then your entire family (wanting iphones) must wait in line with you. All 3 stores confirmed this to me just now... Not sure about Apple Store, or www.apple.com. You would think on apple.com you could order what ever you wanted, and they would just back order you if necessary.