iPhoneinCanada.ca posts a memo that reportedly describes some of the iPhone 3G activation process for Rogers stores in Canada. Specifically, they point to an "activation only" version of iTunes which is being offered as a beta download from Apple.com:
To ensure customers can leave with a fully functional iPhone, it must be first be "unbricked". This process involves using the tether (a USB cable: see below) to connect/sync the iPhone to a unique 'Activation Only' version of iTunes via a computer. More information about the unbricking process will be provided in training (found on Fast Track and Sales Central) and you will be informed when the job aid is available.
Come July 11th, the full version of iTunes 7.7 will be publicly available which will also contain this "activation only" mode. Little other new information is provided. Most of that appears as if it will appear in a later training memo.