Just wanted to give everyone my experience with calling AT&T a few minutes ago. Spoke to a woman by the name of Jessica C. who pulled up the info that Apple sent them. She read off that: 1) Everyone will be eligible to purchase an iphone, whether or not you are upgrade eligible. Purchase of the iphone negates any existing contract length. A new 2 year contract will start from the date of purchase 2) You may activate the phone in store to add the data plan to accounts if you dont have one already, but you can also activate at home. So, it seems like in-store activation is not mandatory. 3) Price will be $199/ $299 for everyone! I was worried after reading some of the other posts that I wouldnt be able to get one at all, or would have to pay a higher price, so just thought I would share my personal experience phone call.