Please keep in mind that Full Retail purchases can not be done on apple.com, even today with the AT&T iPhone. To see this, go to store.apple.com and begin to order an iPhone. When you click "SELECT" you will be brought to a page that asks what kind of account you are looking to create (new, existing, adding a line, etc). At the bottom are links to FAQ for that page.
Originally Posted by DougFNJ
Click on "Is a new contract with AT&T required?" and you get this.
Is a new contract with AT&T required?
A new 2-year commitment with AT&T is required when starting your purchase online. Additionally, the Apple Retail Store offers a no-commitment iPhone for the full retail price.