So the iPhone Mini costs $729, not $699. Tim didn't say that. No one said that. Lame to hide the true price.
If a specific carrier wants to subsidize the phone, that's fine. But they should have been open with saying the real price during the keynote.
Yeah, would be like in the days of subsidized phones saying "the new iPhone, starting at $0"*, but just not quite so aggressively misleading.
[buried in fine print:]
*requires activation with carrier x and two-year contract.