So I arrived at the Apple Store in White City (Westfield) for 11AM on the 23rd (the day before). First in line with a couple of friends we went straight inside to talk to a manager on the specifics of the launch and the queuing, he let us set up our deck chairs in store while we watched the football and waited on launch details from the mall's security. A couple hours later and after they'd smoothed things over with Westfield's security we were photographed in order and told to come back at 12AM - not a bad deal when you're in a huge mall. After some food and the football we all arrived for back in place for 12AM on the dot ready for the wait. Fast forward to 7AM and Apple were late opening the store due to a late delivery on the micro sims - fair enough. As the store got closer to opening a random few people joined the queue, in front of us When the store eventually opened (7.30AM) this new queue were the first to be let in the store. Apparently not only does a pre-order guarantee you a phone but makes you eligible for queue jumping. They refused to let any of us (who hadn't pre-ordered) in until the pre-order queue had cleared, which you can imagine kept on getting longer and longer as time went on. After about half an hour an Apple employee came over to us and asked to get a shot of us doing a mexican wave on camera - you can imagine our reaction. Me and few others in the queue started to kick up a fuss. A long story short and their argument didn't hold up against the hundred that had been queuing overnight, eventually they decided it was best to just let us in. This new pre-order system really shocked me. Anyone else experience anything like this?