I hate it, you hate it, we all hate it... To get an iPhone on release day, we have to pay 599 or 699 for a 32gb iPhone 3Gs. This will create apprehension with current 3G owners and cause them to wait an extra month to get their new phone (if they choose). This is designed to get NEW customers into the store on launch day that do not wish to fight the lines. Why do you think Apple didnt just release the phone on July 11th again this year? It would have been in their best interests to do so, but it appears AT&T has them by the nuts. New customers = more revenue You upgrading = the same revenue they have been getting plus a few bucks from activation Yes we all hate it, but AT&T is a business. They want new customers now, not you the current iPhone 3G owner that will not be leaving AT&T because of this. You will whine and complain but nothing will change (trust me I am angry too).