This is a constant and deliberate policy by Apple.
It's been in effect since 2011/12 when I worked for EE and sold the iPhone 4/4S.
It goes something like this:
1 Create a demand and a buzz by leaks, peeks and 'I seen the prototype' afar being accidentally (on purpose) leaving a fully working prototype in a San Francisco cafe. Don't forget that Apple have the most surveillance and data harvesting system anywhere. All uses, calls logins and locations recorded..forget privacy its not the person who found it property.
2 Make sure there is as much hype as possible. Test reports, rumours with a grain of truth in it.
3 Make site the launch goes off with a bang with wall to wall media coverage.
4 DELIBERATELY LIMIT STOCK to keep both the demand and price sky high.
5 Apple stores will obviously fare a little better. But always full price and positively no discount.
6 FORGET 'I've been a loyal customer for almost 27 yrs since the days of Orange and I WANT a discount ! " It will not happen. Because there is very little initial money for EE and Apple have a absolute stranglehold on supplies. Any discounts...the reseller loses his stock replenishment.
6 Neither EE nor any other network has any leverage on Apple whatsoever. It is in fact the opposite way round. Apple could literally pull all their products from EE and it would make very little difference.
So if EE fail to get your phone to you it is highly unlikely to be their fault. Believe me, EE WANT the handsets but Apple's mode of operation may result in disappointment. Oh and these stunts were happening LONG before COVID-19.
Best of luck.
