Policy is NOT "first come - first served"

What is the true Apple policy for iPhone sales?

I want an iPhone - but I can seem to get one.

I went to Apple store yesterday - and was told they were out of 16GB Black units. I asked about buying with delivery or wait listing, and was told that neither of these were done. I said thank you and left.

I went to Apple site last night and they showed stock on that phone, open at 8 am, first-come, first served.

I went to the Apple store today before 10 am, and was told they were out of stock. When pressed, I was told that they had them, but they had all been reserved, for people to pick up some time today.

I wanted a second phone in White - so I got one of the "We've got one with your name on it." tickets, that I just learned exists. The ticket says on the front that I could return anytime before 6 pm, and buy my phone. I continued to wait in line, and another hour later I had a phone for my wife.

I returned at 5 pm, and asked if there were any unsold 16GB iPhones in the store. The answer was yes, but we will not release them for at least another hour, 6 pm.

I stated that the Ticket was only good until 5 pm, and was told no, it is valid until 6 pm.

I showed the back of the ticket to the Concierge, it states:
can not be replaced if lost or stolen
valid only at store that issued ticket
nontransferable
" Ticket is good only on the day of issue until 5:00 p.m. "

So what are the rules? Website says first-come, first-served --- not true
Ticket says good only until 5 pm on the day of issue -- not true

I understand the product is very popular, and that Apple can set any rules they want, and they will do whatever they want to do, without feeling the need to follow any of their policies.

Can anyone tell me if there is a way to know what whim of policy they will follow until they are able to meet demand for this product?