I was on the Apple online store and chatted with one of their Apple experts. Here's the conversation that took place. You are chatting with Devon, an Apple Expert Hi, my name is Devon. Welcome to Apple! Devon: How may I help you today? You: I was wondering, can i buy the iPhone in the Apple online store only if I'm a new ATT customer? Devon: You can purchase the iPhone, then take it to AT&T to sign up for service. You: So i pick my service plan at the ATT store not online at Apple.com Devon: Right, that would be done through AT&T. You: Will applecare be an option for the iPhone Devon: I don't have any information on that. You: Ok thanks for your time Devon: You're welcome. Devon: Thank you for visiting the Apple Store. We appreciate your business. Have a great weekend! Hopefully this will help some people who are trying to choose between camping at a store or just buying one online.