A good friend of mine works for apple, and needless to say he has been and will be very busy tomorrow. But he says he loves the energy of the apple store around launch date. Even though stressful at times everyone has a positive energy, and the excitement in the air is very tangible. Haters gonna hate, but this is the closest thing we have in real life to Santa Claus delivering presents all over the world in one night. I remember when I got my iphone 6 via preorder, which was relatively recently after they started online orders at all. While reading the stories of excited customers online, my phone was delivered to my office smack in the middle of launch day.
They definitely have their issues, but I can't think of any other company that makes such an effort to get phones in the hands of their customers ON launch day. While mine isn't coming until mid November, I'm still enjoying the excitement.