neuro is right - you take the cost of the product by itself, less all contracts, less all plans. Too many times I've heard people tell me the prices of stuff that are bound by contracts, eg. high-end cellphones, starhub cable tv that comes with free gifts, singnet giving away free macbooks.
I always buy handsets without any form of such bogus agreements, because I don't want to be a debtor. You sign one, you're a guaranteed source of income because a breach of contract will have you suck up to them anyway. Can you guarantee that you'll live for the 12 or 24 or 48 months?
I don't know how much the importers got it for but I'm 100% positive it wasn't more than $1K and it was without any sort of AT&T plan.