The battle of pricing continues in the wireless consumer market as Verizon reduces prices and AT&T answers. AT&T has been mostly reactionary in the wireless, noting that the iPhone has been a huge windfall for AT&T. Here’s the press release. If you are an AT&T customer you could save some money monthly, with no additional costs, contracts, etc.. Just switch your plan settings and you are ready to go. Of course iPhone users always pay more, it seems AT&T has to squeeze a little more knowing that iPhone users will pay.

DALLAS, Jan. 15, 2010 – AT&T* today announced new unlimited plans across all devices –including its industry-leading lineup of smartphones — to provide more value and choice for customers who want to talk, text and surf on the nation’s fastest 3G network.

“With more than twice the number of smartphone customers as our nearest competitor, we are committed to offering great value and choice for customers who want to talk, text and surf on the nation’s fastest 3G network,” said Ralph de la Vega, president and CEO, AT&T Mobility and Consumer Markets. “Our new plans reflect customers’ continuing desire to do more with their phones – including talking and browsing the Web at the same time.  Plus these new plans make it even more attractive to choose AT&T which already offers customers the best 3G experience and the industry’s most popular and innovative devices.”

The new plans, which will be available beginning Monday, Jan. 18, can be ordered at AT&T’s 2,200 company-owned retail stores and kiosks, through convenient online service at www.att.com, or at one of the thousands of authorized AT&T retail locations.

• Feature Phone customers may choose unlimited talk for $69.99. Family Talk customers (prices assume two lines) may choose unlimited talk for $119.99 per month.  Texting plans remain unchanged at $20 for unlimited plans for individuals and $30 for Family Talk plans.

• Quick Messaging Device customers may choose unlimited talk for $69.99 and Family Talk plans may choose unlimited talk for $119.99 per month (for two lines). These plans require a minimum of $20 per month for individual plans and $30 per month for Family Talk plans in texting and/or Web browsing packages for new and upgrading customers.

• All smartphone customers, including iPhone customers, may now buy unlimited voice and data for $99.99.  For smartphone customers with Family Talk plans (prices assume 2 smartphones), unlimited voice and data is now available for $179.99. Texting plans remain unchanged at $20 for unlimited plans for individuals, $30 for Family Talk Plans.

Beginning Monday, existing AT&T customers can change to any of the new plans without penalty or contract extension with the online account management tool at www.att.com/wireless.

For customers who do not choose an unlimited voice plan, AT&T offers Rollover, which lets customers keep the minutes they don’t use.  In addition, AT&T offers A-List, which offers unlimited calling to up to 10 domestic phone numbers.