As many people as Rogers reservation can hold. Most likely more then 10,000 because when the iPhone 5 reservation opened, a few days in there was around 6,000 people on the reservation list. The problem tho is that the high number customers will wait for weeks to get their device.
1 phone per customer can be reserved tho. Just want to point that out.
unless something has changed.. but thats not correct from the way all the last ones have worked.
The reservation system... is for EXISTING customers only.. you need to have an existing plan to be able to do the reservation... so as far as reservations go.. new people would not be ahead of you that way.
Now, walk ins, can be either NEW or existing customers.
Reserved phones, come in, and are reserved for the people who reserved them, and can not be given out to anyone else.. unless you dont pick it up in the timeframe, etc.