This is indeed the case.
If you preorder for a phone to be picked up at the apple store, its really just a "reserve" but its not even that good, cuz its still first come first serve.
I called apple store and they told me, yeah, its first come first serve, we are not even sure how we will handle the preorders yet, depends on how many phones we have and how many people preordered.
So, I, like others, decided to go the "delivered on June 19" route to have it paid for, and delivered, to my house on June 19. This seemed to be the only way to be certain you would have it. Even the ATT website says "as EARLY as June 19" which means it could be the 19, 20, 21, ....30th, etc.