I ordered my Apple Watch 4 Nike Edition Cellular at 3 AM East Coast time on the day of launch, which was Sept 16, 2018 This was a pre-order as this watch was not available for sale/delivery until today, October 5, 2018. The watch arrived today and I love it (it is an upgrade to my Watch 3 Nike Edition Cellular) but my issue is the AppleCare+. Apple started my warranty on the date of purchase, which was 3 weeks ago so my warranty is not for the std 1 year plus the 1 year of AppleCare+. I contacted Apple VIA chat and they said this is how they do it. This is a very unethical business practice that I can't believe they do or can get away with. I'm unhappy as I never recall a preorder that I've bought starting the warranty as such; sure if it is a purchase in stock I've had it done that way, but to loose 3 weeks of warranty? Especially when I got my tracking # and found out the item was in the USA on Sept 28 and sat in Alaska!