I just got a call from our Apple Rep. He gave me a heads up, when buying from an Apple store, if you already have an account with AT&T, you'll be able to upgrade your account to the new data plan/activate the phone through ITunes at home.. again, no additional credit check will be required for current AT&T customers.. HOWEVER, if you do not have an account, you can still purchase an IPhone through an Apple Store, but you will either need to go to an AT&T store or call AT&T to activate the IPhone.. So there is truth to IN STORE activations, but in store activation seems to be for NEW AT&T customers ONLY, as a way to prohibit the buying/selling/unlocking of IPhones... This is the latest he has heard, I'm sure it will change by July 11th. but things are looking a little clearer.. The prices remain the same, 199 and 299..