Verizon has been directly attacking AT&T in a new line of TV commercials over the past several weeks. Some ads also have the iPhone in it (watch below). AT&T has already countered with new ads, but now Apple's new line-up of TV ads also tries to strengthen the appeal of the AT&T service.

Apple highlights in the new iPhone ads that you can keep on talking, while using an app or looking something up on the web. The ads don't mention AT&T, but talk about service.
The latest rumors indicate that AT&T iPhone exclusivity will expire in 2010. The iPhone is already available from more than one carrier in some European countries, like the UK. The latest reports show that getting out of exclusivity boosts iPhone sales. Again Apple is on the winning end.
You can watch the new iPhone TV Ads on the Apple site.