You're right, Apple has always let you order online and then they email you when it's ready for pickup. Except for huge releases on launch day, for those they email you the day before letting you know it'll be ready the next day. And no, I didn't call a Apple customer support rep, I talked to an Apple Store manager in person as I bought a Smart Cover for my new iPad. He said they would go on sale in the morning, and there will be lines, though how the lines are handled depends on how many early birds there are lined up in the morning.