That's not how I interpret the memo. Looks like they expect pre-sales THIS coming week for October 1st Launch of product...
100% they aren't doing pre-orders this week. Apple has not only not announced that a new phone exists, but hasn't even announced the day when they would announce that such a phone does exist.
At this point, the announcement won't be made for AT LEAST another week, as they have to send out invites and all of that. So, don't expect pre-sales to start for another 2 weeks, at the very least. This probably won't happen until the end of the month, I'm thinking.