Marketing 101.. make your item more desirable by making it so popular you can't even get it. This creates even more marketplace buzz making the item even more desirable ( and free press)
This makes the increased cost of the 5S over the 5C seem more worth it.
this is why manufactures of all kinds of things ( car's motorcycles artwork .. so on and so on) have limited special editions.
Apple gets all the advantages of a limited edition ( increased desirability and marketplace buzz) ... without actually making a limited edition there for being able to sell millions and millions of them.
Apple magic......but, the bottom line is people have to want your product in the first place. For me, the iPhone with its connectivity to my soon to be purchased iPad mini, and my rMBP is what's driving me.
Ordered silver 32gb on sept 20th from apple still haven't received anything (US). Ordered a gray 32 directly from att on the 29th- shipped the next day with free 2day shipping. I knew I ordered from the wrong place. Called apple to complain and they gave me free 2day shipping but my order is still processing.
In case anyone still cares about shipping times and such, I ordered a gold 32GB AT&T through the Apple Store site at about 4:25 AM Sept. 20, and it arrived yesterday. Despite fears stirred by reading this board, so far it seems to be every bit what I was hoping for, though on saying that I should probably search for a "knocking wood" app.