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Did Apple Do Too Well?

|Includes: Apple Inc. (AAPL)

When walking into a store these days there can be several things that might frustrate you as a customer. Sometimes it's a lack of service while on other occasions it may be the price tags which seem remarkably higher than what had been previously advertised.

However, all of those frustrations would not be nearly as disturbing as showing up to buy something that was out of stock. This would be especially true if it was something you had been waiting for a long time to buy.

Some of those customers who set out to buy the latest Apple (NASDAQ:AAPL) iPhone 5 within its first three days on the market perhaps know the disgruntled feeling.

On the positive side for shareholders, Apple sold over five millions phones which beat out the company's previous high of four million that the iPhone 4S notched last year in its opening weekend. The bad news for customers was that supply didn't quite meet with demand.

"Demand for iPhone 5 has been incredible, and we are working hard to get an iPhone into the hands of every customer who wants one as quickly as possible," announced CEO Timothy Cook. "While we have sold out our initial supply, stores continue to receive iPhone 5 shipments regularly, and customers can continue to order online and receive an estimated delivery date."

If the company is having a hard time stocking store shelves, it may not be wise to put too much weight on that estimated delivery date.

As for investors, the news should be taken seriously. After all, some estimates had the company selling eight million iPhones to start. Therefore, this sort of difficulty in stocking shelves and need to assure customers more iPhones are on the way is inexcusable.

In today's fast-paced environment in which customers can easily move from one company to another at the first sign of disappointment, experiencing controllable problems such as limited supply can be very dangerous to a company's long term health.

After all, even Apple can't be immune to the needs and expectations of its own customer base.

Disclosure: I have no positions in

Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.