Little story for you:
I'm a T-Mobile customer - own my iPhone 6 Plus outright.
Investigated going on both the T-Mobile JUMP! and Apple Upgrade programs for the iPhone 7 Plus.
Decided on the Apple Upgrade program.
My choice of phone - iPhone 7 Plus, black, 256GB.
On Monday this week I went to a local Apple Store (NYC WTC) to set up the deal, fully aware wait time for a black 256 7 Plus was 3-4 weeks.
However the sales person told as I was a T-Mobile customer I could not pre-order a phone for the Apple Upgrade program - I had to get a phone that was in-stock at that particular store. Something to do with T-Mobile - very frustrating!
They advised me to try the Reserve iPhone 7 thing on the Apple website at 12:01am every day to see if the phone I wanted was in-stock, reserve it a the store and come and get it.
To confirm this I went to the Soho store who told me the same thing.
I also knew about iStockNow which essentially mirrors what is on the Reserve iPhone 7 page.
Anyway, given the fact that ANY model of iPhone 7 on T-Mobile was pretty much non-existent, let alone a 7 Plus on any other carrier was nowhere to be seen unless you want a rose gold 32 on Verizon... I was pretty much reserved to the fact I was going to have to wait until there was ample stock in stores - probably December at this rate.
I was not going to get up in the middle of the night to search for stock.
Just by chance yesterday morning, casually over a cup of tea, I checked the iStockNow site for my local stores in NYC area and found a 256GB 7 Plus in stock at the Soho store. It was silver, not black, but that didn't bother me since I already have a silver 6 Plus and I like it. Apart from a rose gold 128GB 7 Plus, according to iStockNow this was the only 7 Plus in stock at any Apple store in NYC yesterday. So I went online and reserved it at the store - I had the reserve window open for about 25minutes and surprisingly enough it was still available when I hit the confirm button.
Went to the store an hour later, did the transaction which took about 5 minutes and walked out with the phone.
So I didn't get the black phone but I don't mind - beats sitting on the web fro the next several weeks waiting for a phone to become available, and besides I'm on the upgrade program so when the 8 comes out maybe I'll get a black one then.
I guess the moral of this story is iStockNow really does tell the full story so keep an eye on it and you may luck-out!
Good luck!