With demand for the iPhone X likely to far exceed available supplies, there is going to be a mad scramble to secure launch day iPhone Xs when pre-orders open on October 27. I propose that Apple hold an auction to determine who gets a launch day iPhone X. It would operate very simply: People place bids for what they would be willing to pay for an iPhone X on launch day (with a minimum bid of the iPhone X's retail price); and The people with the top bids receive launch day iPhone Xs (eg if there are 1 million iPhone Xs available on launch day, the top 1 million bids receive them). Advantages: Facilitates a rational, calm ordering process (ie no need to all rush to order at once). Allows the market to determine the order of deliveries rather than relying on luck of the draw (eg Internet connection, speed of clicking). Destroys the scalper market (Apple is essentially cutting out the middle man). Still allows people to buy the iPhone X for the regular retail price once demand falls and supply picks up. Makes Apple additional money (remember: no bids under the retail price). Indeed, it could even give the extra money raised to charity.