We should begin complaining to the ASA. Apple, o2 and the Carphone Warehouse have been running an advertising campaign on a product they cannot deliver, clearly with the purpose of driving large numbers of people to their stores. This is false advertising. If I were to advertise an imaginary product with the intention of tricking people into coming to my stores so they could be exposed to other products, I would be in trouble. This is not on. While their product is not imaginary, they have obviously limited stock and hyped that limit so as to attract customers in to shops so they can attempt to sell other items.