I don't think the word 'fair' really makes sense in this context....Because owning a consumer product is not a right or a necessity. But if we must look at it that way, I would say it's completely fair. That electronics chain could attempt to buy all the stock in the world, turn around and sell them all for 5,000 each. If people are willing to buy them at that price, I guess that's what their worth becomes. But they also have to deal with the possibility that people decide that's not worth it and they're stuck with a bunch of stock they can't sell until they move the price down.
Is it 'fair' that apple charges what they do? Is it 'fair' they didn't make enough stock for everyone? Is it fair that some people can't afford it even at retail price? It's not fair or unfair it just is what it is.
I'm not sure how apple having launch partners makes it any less "free market". The fact that retailer's are selling these things as opposed from you getting them directly from apple is actually worse for you...now you have to pay retail mark-up. Is that 'unfair' as well? If you think apple is selling through retailers due to some notion of fairness you'd be mistaken... they are taking advantage of an existing retail infrastructure that helps them sell more units...they'll make more overall by selling to retailers wholesale and letting them mark it up then if they had to handle ALL that demand themselves through their own retail channel.
You're right though, certain stores (or maybe at apple's suggestion?) put a limit on the amount that each person can buy, probably to help prevent these scenarios. I think in a sense they ARE doing that to make things fair, but to me it's just a 'nice' thing to do. It's also possible that there are business reasons for that too. The more widespread purchasing is (as opposed to higher volume going to a smaller group), the more word of mouth is spread, people seeing their friend's and wanting one etc.... if someone WERE to theoretically buy up all the stock, price it too high, and have it just sit on shelves, you don't as much of that popularity spread- plus the product sitting on shelves just looks bad for Apple.
It's all about money and the prospect of more money...for anyone in business...Apple all the way down to the reseller. If Apple could make as much money, grow their business, and watch the stock price rise by selling all their producst to one guy- believe me, they'd have no problem doing it...