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The Online Shortage Mirage
It happens every year. Just hours after pre-orders open, the wait times for the new iPhone 17 Pro and Pro Max shoot up. If you try to order yours through the Apple online store, you’ll find that delivery has been pushed back to early November at the earliest. The situation is even more dire with other retailers: whether it’s Amazon, Boulanger, Fnac, or carriers like Orange and SFR, it’s nearly impossible to get delivery within a month.
This shortage, affecting all Pro models, leaves buyers frustrated, especially those eager to experience the new A19 Pro processor and the main camera with a variable aperture. And as you can see, more than a month later, retailers still can’t meet the demand.
The Tip: Immediate In-Store Pickup
However, if you live close to an Apple Store, the scenario is drastically different. By visiting Apple’s website and opting for “Pick up in store” instead of delivery, you’ll see that the stocks are indeed available. Nearly every Apple Store in France, from Paris to Lyon to Bordeaux, shows immediate availability for the entire Pro range. Every color and storage capacity is ready for pickup. You do need to have a store nearby and make the trip, but for those who can’t wait, this is the best option.
Separate Warehouses and the Snubbed iPhone Air
The stark difference between online and physical availability is due to Apple’s logistics management. The warehouses handling online orders are completely separate from the stocks allocated to physical stores. Apple intentionally reserves a significant volume of devices for its stores to ensure foot traffic and prioritize the in-person shopping experience. This situation is in stark contrast to that of the new iPhone Air. This model, which focuses entirely on sleekness, is readily available both online and in stores, clearly indicating it hasn’t stirred as much excitement.
What’s the Takeaway?
This scenario is typical of Apple launches. The brand’s logistics management, which sharply divides stocks for the web and those for physical stores, might be optimized for them but creates a two-tier shopping experience. In practice, this means a bonus for those lucky enough to live near an Apple Store, while others face significant delays. It’s a strategy that clearly favors store traffic over the simplicity of home delivery, which can be quite frustrating for the end customer.