I purchased my iPhone 4 from the Apple Store via in store HUP (Rogers). Just noticed after trying both a Bell micro-sim and a Telus Micro-sim that all of them worked, including my Rogers Micro-sim. Seems they sold me an unlocked iPhone 4 for $399. I do NOT have "No Contract Sim" on my receipt, it shows "Rogers Micro-Sim". I have made calls with all 3 micro-sim cards, texted and used data. All work, no issues. Running iOS 4.0.2. Update: Yes, they did activate it in store by opening the box and plugging it into iTunes.