I just had a look onto store.apple.com and I saw a new button at the iPhone. There you could order the iPhone right through apples HP and as you can read under (3) below, there is a pricing for the iPhone if you buy it without AT&T-contract (i.e. 699$ for 32GB 3GS). Only the buying process seems not yet to be fully online. Was there a rumor, that the contract binding has fallen?