How to turn off battery percentage on iphone 4 ?

Hi,
Got the new iphone 4 recently. Since the initial set up the battery percentage icon is on. I tried to turn it off through settings- general-usage-battery percentage. But it still shows up. I even rebooted the phone by holding home button and power button. Still the same. How to make my phone not to show the battery percentage? Please help. I am thinking of apple store visit for this but would like to try some fixes before going there.