Reserve your new iPhone starting September 17.
Reserve iPhone 5s or iPhone 5c online beginning September 17 for pickup at an Apple Retail Store on September 20.
The reservation system is likely in place to prevent crowds from getting out of hand. In January of last year, Apple had to stop in-store sales of the iPhone in Beijing and Shanghai to ensure the safety of its customers and employees. A riot nearly broke out at the Beijing store after fights broke out and the SWAT team was called in.