Sounds like a simple question…

With the original iPhone you could purchase from either Apple (online or at a retail store) or from O2 or Carphone Warehouse.

The problem with that business model was people bought at retail, took it home, jailbreak it so it works with other networks.

With the UK  iPhone 3G it appears they want you to buy at retail.

The US store offers both Apple Retail or AT&T.

I hope I am wrong but that’s what it looks like if you take a look at the Apple Store’s Where to buy page.

Link: http://www.apple.com/uk/iphone/buy/

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