Greyed out store names on the Canadian Apple Website become active after 12:01AM
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When you log into AppleID to RESERVE your phone you will see the option to either reserve a "DEVICE ONLY" phone or "ON CONTRACT" then it will list all the Canadian Cellular Providers.
The "ON CONTRACT" option allows the Apple Store to know how long each cellular activation will take. I activated my sim card through the Fido website at home, took less than 15 seconds. In reality, you can choose the ON CONTRACT option and still walk out with an unlocked full price phone.
This is for the Canadian Apple Store Website.