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I usually pick up from the Apple Store only because Apple Upgrade Program with T-Mobile carrier for some reason required to do that. Since iPhone XS Max - that changed and now I just get it delivered. At least here, during the launch day, there are no walk-ins for iPhones for the first week - I can walk in and buy the accessories and sometimes Apple Watch but not iPhones - you have to book an appointment.
 
The pick up window allows the store to schedule the right amount of staff members per hour. You can turn up any time you want but like others have said it don’t necessarily guarantee a short wait as those who have turned up for their correct time slot will be prioritised.

walk ins MAY get served quicker but their choices are limited.
There are dedicated people on pick up and walk in queues.

and as much as they want to see you in your time slot you’re also relying on customers rocking up, have all their information (Apple ID, passwords, back up done etc), happy with the colour, credit declines and everything else customers can throw at you which can make a simple transaction harder. But believe me the staff will always try and get to you in time.

Coming from a former employee.
This and they have to be able to also serve the many customers that will be coming in the door, with a quizzical look on their face asking "What's going on today?", that are just there to buy an iPad or a Mac or get help at the Genius Bar. This is an effort to keep the floor as organized as possible.
 
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That's counter to what other people on MR are saying. They are saying you have to go during your pick up window.
My email said you could come later but could have a wait. But crap I hear people there for their windows have a long wait. Why even have windows than???
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I preordered 5 minutes after preorders went live.

My phone is being delivered probably after 12 noon. On launch day.

The world will still be here after I get it.

A lot people aren’t even going to get to play today because of various issues.

Enjoy the phone in a COUPLE of hours.
Yea finished order before three after, had pickup for 730-8p today all the way from confirmation until at the last minute this morning DELAY DUE TO LOGISTICS ISSUES email grrrrrrrrrrrr :(
 
Was able to make a res around 1pm (in Denver) for the one I wanted but then waited in line for a little over an hour before I made into the store. Glad I didn't panic and pre-order this week or I'd have been waiting until mid-October.
 
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