Why is the price of an unlocked iPhone 4 is the same as sim-free?

In September 2010 I purchased all'Apple Store in San Francisco one iPhone4 sim-free, before I asked the seller if you could use it in Italy and he answered yes, but does not work with the Italian telephone operators GSM.
I only found out after my phone only works with operator AT&T.
Why is the price of an iPhone 4 unlocked is the same as Iphone 4 sim-free?
I would be unlocked for free from Apple, I have paid to have a iPhone4 unusable in Italy, thanks
Bye

The U.S. Apple store publicized as the type of Sim-free iPhone, and not as a contract-free.
Now in the Apple store site, including the FAQ for purchasing iPhone4 unloked, is written:
http://store.apple.com/us/product/MC603LL/A?mco=MjI4NTM2NTM
"Why does the price of the unlocked iPhone differ from the price of a contract-based iPhone?
Carriers typically subsidize the purchase price of the phone when purchased with a service contract. By purchasing your iPhone unlocked, you are not committing to a service contract up front, so you can use any micro-SIM card from a supported GSM carrier, including your current one"
I wonder why I pay the same price as a phone but an identical unlocked, it is a fraud

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