I know that OP used the word "loyal", and that's what you all latched onto with your fangs, but disregard his errant adjective for a second. As part of the IUP, you can ONLY upgrade through Apple. You can't do Verizon, BB, the big box stores, etc. What you're suggesting is that Verizon shouldn't prioritize it's stock for Verizon customers and should let everyone have equal access, cause fairness is greater than everything, right? That sounds silly when you say it out loud I hope. Furthermore, as part of the IUP, if you don't upgrade at exactly 12 months, you are flushing your money down the toilet, or more literally, into Apple's hands. You see how this all works against being an IUP member, and how they actually got sued last year and will get sued again this year right? Last year they actually waitlisted IUP members behind non IUP and got caught, this year they failed to provide enough in house stock to support their IUP members. Nobody forced Apple to get into the business of leasing their own phones, they decided to try and one-up the carriers and have screwed it up every year since. It's business, you promise me something, you deliver. Same way I have to pay my bills on time each month. The irony of it all is some of us aren't saying we deserve BETTER treatment than non IUP, we just want the same treatment. There are hundreds of thousands of people who couldn't get day 1 delivery through Apple and went through their carrier and got it- we don't have that option, for all intents and purposes Apple is our device carrier.