I know that current iPhone customers are eligible for an upgrade to the iPhone 4 as long as their upgrade eligibility falls in 2010 (This is what I read last anyhow) and that they will be able to purchase the 4 for the price that they charge new customers w/ a 2yr contract (Upgrades requiring a new contract as well). However, is there any type of incentive that anyone knows of from AT&T for customers who don't currently own an iPhone yet want to upgrade to it, as well as add the data package, etc.?