I was booking for the new iPhone 7 today under their Prestige Plan. I happily got a queue number of 10931, however when the number got stuck for 40 minutes on the same currently serving number I called up the customer service.
They told me that I should open a new browser to login. When I did that my queue number went to 14494, basically 10 times longer I had to wait. They then said that my number will be placed on a special priority queue and that it is tied to my IC.
After 3 hours had passed my original number had passed and I am still waiting.