I lined up for three hours at the Apple Store on launch day, before they said they were sold out. Most went to China, from what I could see(*)
Then tried to buy a full-price one at the T-Mobile Store nearby. They had in stock the one I wanted but would not sell it without a plan or contract.
Sorry Mr Legere -- you lost the sale right there. I now have one on a different carrier.
* funniest thing in the line was a lady with a Samsung Galaxy phone (3, maybe 4)...