Let you reserve for pick up?
Agree completely - lots of people live nowhere near an Apple Store. The only options online incur 14.9% APR :-(
My closest Apple Store is 25 miles away and to go all the way there and back to potentially not get an iPhone despite pre-ordering is not my idea of a fun.
Tried before pre-ordered a 7+ on IUP went all the way there to be told sorry we have no more in stock but we do have the 7 instead which is "just as good sir" or "come back in a couple of days and try again" was the apple employee's stance.
I was well annoyed!