Just in case anyone needs it, I didn't see this posted anywhere. I went into the Apple Store today to reserve my black iPhone, following being disappointed by Steve & Co. about the white. The Apple guy put me on a computer where I put myself into the priority list. I've heard people saying you need to call or go into an Apple Store to be put on the priority list, but you don't. Here's the website: http://reserve.apple.com/WebObjects/ProductReservation.woa/wa/reserveProduct?lang=en&country=US Good luck on the list!