Last year, I started trying to preorder at around 4:30 am. I tried for several hours through both Apple & AT&T and eventually the best I was able to do was reserve mine due to rampant server crashing (always waiting until I was significantly through the process, so each crash & retry took that much longer). I still haven't decided which way I'm going to go this year, doing a full preorder (do they allow in-store pickup for those, or is it shipped to my house only?) or reserving and heading into the store. I kinda dug the experience last year, even though it took a lot longer than I'd anticipated.