I've called Apple and At&t about this. I got the same answer from At&t store and At&t sales, "the phone won't go on sale when the store open. It will go on sale some time during the day." Apple stated "it will probably the same as last year. Goes on sale @ 6PM. All Apple stores will close @ 4PM to prep for the sale of the iPhone and then it will re-open @ 6PM to iPhone sale the." I hope this isn't the case if their is a mandatory activation in store for the iPhone, that means you be standing in line even longer.