This was 100% to cause hype. I was reading on the forum last night that some stores had 30 or so gold phones and silver ones as well. I thought I would be able to grab one for my girlfriend given that I was the 15th person in line at the Santa Monica Promenade Apple Store. The employees communicated that they had white ones, but confirmed at 7:30AM that they only had black for AT&T.
I told them how pathetic it was that Apple didn't have at least a handful of every color at launch given that people who are most passionate about the brand have been waiting for over 12 hours. They simply replied "the white ones are extremely popular". I then asked them what demand had to do in this case given that they didn't accept pre-orders until today and we are the first people in line on the West Coast. The employee gave me a dirty look and just walked right past me. I grabbed a black phone for myself, but I felt terrible that my girlfriend waited with me and ended up coming back with nothing. They employees just laughed it off like it was some big joke.
I work right by the promenade, so I walked by the Apple Store during my lunch break and asked whether they happened to get any white AT&T phones in stock. They employee laughed and said that they were super popular and the people waiting in line overnight snagged them. I was like, that's interesting, I was the 15th person in line and they communicated that they had 0 white phones for AT&T to begin with. Again, this employee's attitude changed and proceeded to ignore me.
Based off of how the apple employees were acting (and what they were saying), they wanted to make it seem like people were gobbling up the white phones. I know everyone on here is saying that you aren't entitled to a particular color, but it is so pathetic that the same colors that are getting shipped in 1-3 days via online orders were not available at the store. Way to screw over your loyal customers. Additionally, the lack of communication surrounding stock much earlier in the night/morning is unacceptable.
Extremely dissatisfied with Apple right now and especially the attitude of the "SS" employees standing outside of the Apple Store.