11 cycles sounds to me like this may have been a returned laptop. If you bought it from a third party, this would be considered an Open Box. Assuming it had 11 cycles as soon as you logged into the first time. I would think 11 cycles would be a bit high on a completely unused laptop, but I guess Apple could have missed resetting the battery information after testing at the factory. A couple charge cycles would not surprise me.
I would not expect Apple to sell any previously opened/sold device as new, so if you purchased this directly from Apple, then it should be new. If you purchased it anywhere else, your mileage may vary.