I thought going to the Apple Store was mandatory.
There may be a different policy over seas?
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Whether they understand or not, the comments made are, "way to treat your most loyal..." That's BS. Folks on the upgrade program aren't likely more or less loyal, but they DO deserve the same chance everyone else got to pre order. Saying people in the program are most loyal is like me saying I'm most loyal because I pay for the phones outright and don't rely on payment plans. That would be just as absurd.
What I do believe is that people thought somehow that being a part of that program meant they were somehow guaranteed a spot to preorder. I don't know if this is something that Apple implied or users assumed. The tone I saw on Friday was that many seemed to believe they had first dibs or at least a guaranteed spot. If Apple were smart, they would reserve a variety of phones that could handle the upgrade plan user base. It would still mean some didn't get what they wanted as Apple can't plan on which models people want. But they could have handled that much differently. Upgrade plan users got screwed, but the aren't entitled to special treatment because they're in a program similar to those that the carriers have today.
I don't think that's the main argument of people who feel frustrated by the process. It's that they can't reserve any phone no matter how long the wait. And I think it's pretty clear that's the reason. HOWEVER, they should have every reason to feel slighted due to how Apple has promoted the program. This picture below is what was on Apple's site just the day before preorders began.