Went into my local Apple store to pick up an iPhone 6 yesterday. The way it worked out, I was the last reservation pickup for the day. I was in the store for 15 minutes while I was processed. In that time, store associates told ~30 people that the iPhone 6 was "sold out" and they should "try again tomorrow".
Last night at 12 midnight when the online reservations open again I checked that store, and a bunch of others, and they mostly showed close to full availability of devices, apart from the Plus obviously.
This particular store closes at 7PM Sunday and reopens at 9AM Monday. There are no couriers that provide deliveries in our region (or any other?) after 7PM on a Sunday. The first appointments for reservation pickups are 9AM this morning.
So...it looks like Apple turns away willing customers, standing in their stores, when they have devices stacked up and ready to sell in their stockrooms. There is no capacity management/crowd control defence because this particular store was busy, but with no lines all day Sunday. We were in the store earlier to pick up a case and there were maybe 5-6 people waiting for reservations, not unlike most days when there are people waiting for out-of-warranty repairs or Genius appointments.
Love the phone, love the ecosystem but, unless I'm missing something here, Apple constrains supply to create media buzz, in the process providing a pretty dismal customer experience, and creating potentially thousands of unnecessary vehicle journeys.
Also, the service from the frazzled associates was close to appalling from what I witnessed personally, and observed by others close by. Angela Ahrendts really needs to improve things IMHO, because Apple store service has become only marginally better than Best Buy service in the last 2-3 years.
So, I drove away having been willingly wallet-raped, with a phone with a buggy OS and a sticky-out camera, that does precisely nothing that my previous 5s couldn't do - and I was one of the lucky ones.