I would imagine that Apple is treating resellers just like end-users. They can't really do otherwise withoout screwing people who order from resellers.
Let's say (hypothetically) on June 9th, Mickey puts in an order with the Online Apple Store at 6am. At 7am, CDW/MacWhereHouse puts in an order of 100 macs. At 9am, Jezebel orders a mac from the Apple Store. At 10am, the S.F. Apple Retail Store puts in an order for 100 macs. At 3pm, Jane orders from the Online Apple Store. At 6pm, Johnny orders a mac from CDW.
Apple ships out macs in the order they received them. CDW will get their 100 macs before Jezebel. This mean Johnny, who ordered at 6pm, might get a mac before Jezebel. Even worse, Joe Schmo could walk into the SF Apple Store and buy a mac before Jane gets her mac, because the Apple Retail Store is just another customer to Apple.
I don't see how else they could do it. if they favored the end-users over the resellers when shipping, people who ordered their mac via a reseller may never get it until there is no backlog. And they'd really piss off their resellers for punishing them that way. Also, Apple has no way of knowing what order the resellers sold theirs to their customers.
If Apple is claiming they are shipping out in the order that they received the orders, this could still be true even if we are receiving them in a different order.
Let's say (hypothetically) on June 9th, Mickey puts in an order with the Online Apple Store at 6am. At 7am, CDW/MacWhereHouse puts in an order of 100 macs. At 9am, Jezebel orders a mac from the Apple Store. At 10am, the S.F. Apple Retail Store puts in an order for 100 macs. At 3pm, Jane orders from the Online Apple Store. At 6pm, Johnny orders a mac from CDW.
Apple ships out macs in the order they received them. CDW will get their 100 macs before Jezebel. This mean Johnny, who ordered at 6pm, might get a mac before Jezebel. Even worse, Joe Schmo could walk into the SF Apple Store and buy a mac before Jane gets her mac, because the Apple Retail Store is just another customer to Apple.
I don't see how else they could do it. if they favored the end-users over the resellers when shipping, people who ordered their mac via a reseller may never get it until there is no backlog. And they'd really piss off their resellers for punishing them that way. Also, Apple has no way of knowing what order the resellers sold theirs to their customers.
If Apple is claiming they are shipping out in the order that they received the orders, this could still be true even if we are receiving them in a different order.