there is zero markup in the iPhone, best bet is when you sign your intial 2 year agreement to get the phones at the literally lowest price you can get them (3GS 16GB $199, 3GS 32GB $299, or 3G 16GB $99) Trust me I have bought three fucking iPhones now, first thing you need to get is a screen cover and a case. Why you ask? I didn't have a screen cover on my 1st one, dropped from waste level, walking, and cracked the whole screen. 2nd one, fell out of my hand into a cup of coffee, killed it. So now I am on number 3. Love the fuckers though!