Instead of having people up at 12 Midnight or 3AM Eastern, a lottery would be a better system. Say, 2 weeks before launch day, have 3-4 days where people can sign up to have name drawn for getting the new iPhone at launch. People indicate the config they want and option for alternate configs. Having this take place over a few days ensures that everyone has a fair chance to enter. 1 week before launch, names drawn. For each person chosen, if the option (or alternate indicated) is available, they get that device for delivery on launch day. This would avoid late night headaches. This would give a fair chance to people.