AT&T Inc is considering offering cheaper data service plans with limited Web surfing for advanced cellphones including Apple Inc's iPhone.

Ralph de la Vega, the head of AT&T Mobility, told the Reuters Global Technology Summit in New York on Tuesday that it would be costly for AT&T to cut the price of its unlimited Web surfing service, which currently costs at least $70 for iPhone users.

Instead, AT&T could offer more limited Web surfing on cellphones for a lower fee, similar to its trial offer of 200 megabytes of data downloads for wireless netbook users for $40 a month in Atlanta and in Philadelphia.

Right now we continue to study what is the best thing that is available, not just from an iPhone point of view, but what you can do to stimulate additional demand, said de la Vega, who is responsible for all of AT&T's consumer sales along with his role as chief executive of the mobile business.

(For summit blog:

(Reporting by Sinead Carew, editing by Tiffany Wu)