An antenna array beamforming technique employs independent transmit weighting coefficients for multiple subscriber units (105-107) served by a transmitting communication device (101). Optimization of the weighting coefficients is a joint, rather than an independent, venture (404) of the multiple subscriber units. Joint optimization preferably is implemented at the transmitting communication device and involves the communication device optimizing based on knowledge of the channels between itself and each of the subscriber units, as well knowledge of the inter-cell and intra-cell interference observed at each of the subscriber units. Joint optimization (404) of the weighting coefficients is a complex process, and to simplify the process approximations of optimization criteria are utilized (409, 410) that allow the weighting coefficients corresponding to the subscriber units to be optimized independently (410) rather than jointly. By accounting for self-interfference, the process yields weighting coefficients that are more nearly optimal than th ecurrent weighting methods.