Does BB care that customers are unhappy about the iPhone 5 pre-order process? Should they?

Question

It is obvious that there are more than a few customers who are unhappy with the iPhone 5 pre-order process. In my case I was unhappy with it. BB kept pointing the finger at Apple. It is well documented in the press that Apple has redirected supply to Apple customers then to phone companies. So, although still unhappy, I was buying BB's explanation.
Fast forward to this past Saturday. I received an email that my iPhone is ready for pick up. Due to prior commitments over the weekend I planned on picking up the phone on Monday. On Sunday I get an email stating that if I don't pick up my phone by Tuesday my preorder would be canceled. I gave it no thought. This morning (Monday) I got a reminder email. Still everything is good, because I'm going to pick it up today.
I walked into the store seconds after the door was unlocked. I hand my paperwork to the salesman in the mobile department. He asked me if I had received a phone call. I said no. He said there was no iphone for me. I showed him the emails on my phone. The net result is that I do not yet have my iphone. I am expecting someone at BB to blame the emails on Apple.
Does BB care about the fact that there are disgruntled customers? Should they? They no longer have any brick and mortar competitors. Since they have a monopoly in most markets, should they even bother to care? Caring would probably eat into their profits.

Answer 1

They absolutely should care.  The thing about the iPhone is that it is a product that makes a large splash.  People can instantly talk about it since it is statistically a good ice breaker.  One of the first things I talk about when I discuss my iPhone with other's is where to buy it and I have not recommended Best Buy for the way they have handled this exact scenario.  When they found out what had happend they could have at the very least offered to price match Walmart for the 16GB version.  
As far as the competition is concerned.  I say that I will be purchasing the more costly electronics online or Costco.  I am through with Best Buy.  I will stop in periodically and "play" with the item's I am interested in purchasing but no longer will I buy from them.  
By blaming Apple for this and given that Apple has done this to them in the past, I can only wonder how they did not see this coming.  If I were in a situation where I knew the supplier would even consider Shorting me on supply I would demand a written and legally binding statement by that supplier that I would not get stiffed for the devices.  It only makes sense that if you have a contract to sell then you have a contract to secure your supply.
If this contract existed we would be hearing about a lawsuit against Apple by Best Buy but they don't have this agreement so they just look amature and naiive.  
Good luck to you in getting your phone.  I simply walked into an Apple Store in Cupertino CA on 09/21/12 at 5PM and walked out by 5:30PM with all my contacts and email set up.