In the grand scheme of things, we are talking about a phone here. People waiting in line religiously, sitting up all night trying to find one in online stores - what is this? Why does Apple see this as a brilliant marketing scheme ? Launch a product, which they know is hugely popular, with limited supplies, and make people go through this crap every time. Meanwhile, they are launching in several other countries today - even when it is nowhere to be found in countries where it was first launched ? I am bought into the Apple ecosystem - and I like the seamless operation of things between all my devices. But I must say, for the first time, upon reflection, I wonder why I buy into this Apple hype. I am a disgruntled customer of Apple at this point - This experience opens the door for the possibility to look elsewhere. They shouldn't put their customers through this nonsense. And then there is the "Apple experience" of attaching some significance to even mundane things like removing your new phone from its wrappings for the first time - and we all, in a pavlovian way, look forward to that experience - removing a phone from its box!! Enough. I will wait for when stocks become available. When I can walk into a store and buy it like any other product. A damn shame I don't want to jump ship but I don't need this experience. Maybe, it is not such a bad idea to think about jumping ship.