New Phone In Store Reservation to Join Apple Upgrade Program

So the iphone 17 got released today and I decided to have a look if there were any of the Pro Max's available in my local store. I say local it's still a 35 minute drive to get to my closest apple store. To my delight there was actually a 1TB Pro Max available. I thought brilliant as I had decided to keep my 15 Pro Max from the previous upgrade program I had paid off my phone and realised I had to join the program again in store. So I thought I would go through the process of reserving the 17 Pro Max at my local store and go in after work and sign up upgrade program again. I prefer the upgrade program over the 24 month interest free as if I don't like the phone after 12 months I can upgrade or decide to keep the phone.

When I tried to reserve the phone for pickup it would not allow me to do this even going through the links on the upgrade program page. As it wanted me either pay fully for the phone or join 24 month payment program. I even called up the store to try and reserve it but by the time I got through and explained the situation the 17 Pro Max was no longer available and even the advisor said they wouldn't have been able to reserve it.

So my question is why isn't Pre-order or pick up available for people that want to join the upgrade program on release day? I know this is a busy day for apple stores and staff are busy but it's potentially further apple sales.