Funny - I think I've just about gone full circle and said "f**k it" the other way
I'm in a queue that's going nowhere with people getting phones before me despite having dates later than me. There are people reserving at 6am & throughout the day brand new to the process who are getting their phones before me. Apple are replenishing stock at all stores nationwide & worldwide with exception to those closest to me. They obviously don't want my £1200. I'm saying f**k it, I was on the fence about their marginally better phone anyway, I'll stick with my 7 Plus which I'm plenty happy with (that does everything the X does bar Face ID & wireless charging), save myself £1k+ and maybe in a few months when I'm sick of this I'll shop around and see what the rest of the market is saying.
You can't create an "upgrade programme" to entice in loyal customers and reward them for constantly paying full whack for a phone with annual upgrades to the latest & greatest if you're not going to uphold your part of the bargain. My 7+ only has about £300 left to pay on it now, I'd be trading it in for nothing save the privilege of paying full price in instalments for the X - which I'd have to make 11 payments on before I could upgrade again. I could pay my existing one off, sell it and buy the X and have more £ in my pocket, but I was happy to stay in the programme out of sheer brand loyalty. Now they've given me enough time to question this.
Why should I have to take the crappy end of the deal AND wait?
If the process was handled fairly I’d either have my phone in hand by now, or I’d be patiently waiting for my accurate date and watching others do the same, with new people joining the queue behind me.