Just sent this email after a very frustrating conversation with someone on apple chat: A few months ago I received my space grey apple watch on launch day as part of the online pre-order system. I actually wanted space black and would have happily paid the extra for the sport model had there been one, but £1000 for the link bracelet was just too much money. You can appreciate my frustration that recently the space black was relaunched with an additional sport model. My colleague bought his apple watch on my recommendation 2 months ago, like myself he wanted space black but bought his space grey version from the Birmingham bullring store. Now where it gets really frustrating is my colleague was able to go into the apple shop he bought his from, and they agreed (at manager’s discretion) to allow him to return his space grey model, pay the extra money and get the space black model in its place. I have just had a 40 minute conversation with someone on the online store’s help desk in which I have tried to do the same and they have outright refused to help me in any way. Simply quoting ‘it’s something we cannot do’….except it clearly is, as my colleague has shown. I find it completely irrelevant whether or not one was a physical store and one was online. We are both customers with the same rights and are being treated differently, and the fact that he bought his watch on recommendation from myself is a real kick in the teeth. I am essentially being penalised for trusting apple, buying at launch and using the online pre-order service. With this in mind, what do you think the chances are of me buying a first generation product from apple again? I feel very let down by a company I spend a lot of money with. I really expect this to be rectified in some way, with a similar outcome to that of my colleague’s. I get that online store and retail are separate, but this is seriously dreadful customer service. If both os us had been declined then fair enough, but one and not the other is outrageous. Makes the whole 'online only' pre-order look even worse.