You have no idea how business works.
Ad hominem much? For the record I'm a director in a small business thats doing very well, I clearly have some idea how to run a business.
I also explained that I was aware that Apple had set my expectations and I was fine with that, I've purchased every iPhone online apart from the first gen shortly after release with none of the negative feelings that I'm having right now.
I don't have an issue that it was taking 7-10 days to dispatch, I have an issue that you would think going to the source would be the best way to receive an item. Apple has failed my expectations that they have set on their previous performance. I get in the office every morning before 7 and leave after 7, I cannot queue up at 9am just to get a new phone and I have no interest in spending my weekends doing so.
I am however upset/disappointed that others got their phones before me despite me ordering on the evening of release on the Apple website. I'm also upset that when I cancelled my order on Apples website I managed to receive a brand new iPhone 5S from CPW in under 16 hours delivered to my office after ordering from them.
Clearly Apple haven't treated their own online order customers in the UK as well as they have in the past, and clearly the level of service I received from CPW was superior in this instance.
If CPW had the foresight to pre-order a bunch of iPhone 5Ss from Apple Apple could have opened that pre-order period to their direct customers, or alternatively ensured they had more stock in the UK for launch for their own store.
Frankly Apple haven't done anything wrong other than not treat their own direct customers as well as they have in the past. I realise I may sound entitled, I just am shocked how easy it was to get my 5S from an alternate source, it cost the same as it would have done from Apple, plus £15 to 3 to unlock.