is the way the have dealt with existing iPhone customers. If someone was prepared to pay £269 (or latterly £169) for the version 1 phone, I'd say it's a pretty fair bet that they are nailed on to buy the new one at £99. Therefore (if you work on the principle that these customers' loyalty should be rewarded), homes have already been found for the first 200,000 or so of the phones to arrive. The pricing has been common knowledge for a month or so. Why on God's Green Earth could they not have been nice and calmly taking upgrade orders for the past few weeks and making sure they were in a position to have all the upgrades lined up and ready to go on Thursday night. If this is not logistically possible, they could allocate customers to particular stores for collection. For example, I live in Macclesfield, so I would have been quite happy to have been told to go and pick a reserved phone on Friday from o2 (or indeed CPW) in Macclesfield.

No, wait. Maybe their bedlam approach is more sensible.