I ordered a Mighty Mouse last Thursday, after much anguish trying to determine if it was suitable. No Apple store had it in stock, and few even had it on display (both of which I consider egregious errors on Apple's part).
So, I finally placed an order via the online store on Thu 8/4. At this point, they're estimating 2-4 days delivery (it was same day/one day). I get an order confirmation, and forget about it for a couple days. I go to check status during the weekend, and the system is "down for scheduled maintenance."
I check order status today, only to discover that the order has been canceled. So, I call, and after speaking to three different people, learn that due to a prior fraudulent order using my credit card, I can no longer use that card with Apple's online store.
Back in April, I received an order confirmation email for a new PowerBook. Now, I never placed this order, so I called Apple. They quickly canceled the order, but my card was never charged (AFAIK). I tend to use a debit card with a $1000 daily limit, so there's no way for something as expensive as a PowerBook to have been purchased.
At no time, did Apple inform me that my card was flagged and could never be used again. Nor did they inform me when my Mighty Mouse order was canceled, nor did they inform me that the card was invalid when I placed the Might Mouse order.
And, to top it all off, the Mighty Mouse delivery estimate is now 7-10 days. While the fraud supervisor was gracious enough to approve this order and give me free overnight shipping, and he made it a "replacement" order, which apparently increases one's priority a bit, he could not really do anything to make up for Apple's incredible lack of communication.
Much of this could've been avoided, of course, if Apple had just shipped 200 mice to each store instead of 20. If they were trying to keep it under wraps, they could've ensured that a subsequent larger shipment arrived a couple of days later, rather than leaving everyone hanging.
But really, why make such an effort to keep it a secret? Who the fuck cares if we learn that Apple is going to ship a new mouse? How could it possibly affect anything about Apple's business? I'm not suggesting a six-month-early leak. But a week or two would not give anyone any kind of competitive advantage, and might have kept a few people from buying competing mouse products in anticipation. Instead, Apple has probably driven away frustrated customers.
In any case, secrecy on this product was not so important that Apple couldn't have shipped more units.