AT&T Wireless CEO Ralph De La Vega says iPhone data hogs are going to be held responsible for jamming up the network.

He says AT&T will try to cut back on heavy data use from iPhone users, providing some sort of incentive for the bandwidth hogs to "reduce or modify their usage."

Translation: You'll probably have to pay more for service.

De La Vega was speaking at the UBS Media Conference in Manhattan. He told the investors and analysts in attendence that AT&T was trying to improve its service in Manhattan and San Francisco, where it's especially lousy.