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Now I see what the difference is. AT&T's site "Includes 2 iPhone Lines" on the account.

So the $29.99 difference is the second iPhone. I think Apple's website does a better job explaining the plans where they give you the Family Plan for ONE iPhone, then you for each additional iPhone on the plan (up to 4) it will be an additional $29.99 fee.

I'm sure this will confuse others at first glance.
 

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