The launch of the new iPhone, an annual rite in the tech calendar, comes twice this year. The iPhone 8 and 8 Plus, Cupertino’s latest iteration of the device that has changed the way we communicate, went on sale at Apple stores on Friday. As always, fans around the world used the launch to celebrate New iPhone Day, an unofficial but nonetheless festive holiday.
As in previous years, the faithful began assembling in Sydney well before doors at Apple’s flagship store opened at 8 a.m. AEST. A line of roughly 50 people quickly formed, but it didn’t snake around as many blocks as it has in the past. That’s because many fans are torn between an iPhone today and a more advanced model in November, when the top-off-the-line and top-of-the-price-range iPhone X hits stores.
Those who did queue in Sydney were excited but didn’t exhibit the same exuberance that’s come to be associated with Apple’s product launches. A trio of YouTubers led the line, all hoping to attract viewers with unboxing and first impression videos.