After asking a CSR for some details on my iPhone 6 Plus reservation, I was told something that we all suspected and witnessed. It's just been confirmed by one of their reps: the phones they receive from Apple do NOT go 100% towards reservations first. Here's what a Fido rep told me over chat:
The stock we receive really depends on Apple. Once we receive them, we spread units across all our stores in Canada, while keeping a certain number aside for reservations.
There you have it. We all put down $40 for a CHANCE to receive it before those who didn't reserve. We are NOT priority. Loyalty does not matter.
Solved! Go to Solution.
There are indeed stocks reserved exclusively for reservations and others available for purchase directly in store without reservation. There's also some stores that don't participate in the reservation program.
The 2nd question in the FAQ on Fido.ca should help understand the process better.