AT&T and Apple announce iPhone service plan pricing. $60/mo, $80/mo and $100/mo plans with unlimited data. More information on rate plans, including family plans at $80, $100, and $120—not including an additional $30 per line beyond the first line. So two phones on the $80 family plan will cost a total of $110/month. Plus the initial $1,200 outlay for the phones totals $2,520 over the two year commitment.

Phone plans are activated through iTunes. Unlike other phones, you don't do the plan at the store, you just buy the device. iTunes syncing won't work unless you activate a plan, so you can't use the iPhone as an iPod without a plan.

The new demo video on activation confirms that you can transfer phone numbers from other carriers. I like how these demo videos answer common questions prior to purchase without taking a FAQ-like format. I'm guessing they'll all be included on the iPhone as a video manual.