From Apple's branded company stores to wireless carriers, thousands upon thousands of excited buyers lined up for the privilege of taking home the true "apple of their eye" - the iPhone 6 or iPhone 6 Plus. Even after moving more than 4 million units in the first 24 hours last Wednesday with phone and online pre-orders (many of which will require a waiting period that may last until November), there is seemingly no end in sight to the outpouring of excitement and sales.
If you have been sleeping for the last week, Apple's iPhone 6 includes a 4.7-inch touch screen, while the iPhone 6 Plus boasts a 5.5-inch screen, both much larger than the 4-inch display on the last version, the iPhone 5s. Apple also ramped up software offerings for their new smartphones by introducing a completely new mobile payments service Apple Pay, which lets users process credit card and other financial transactions with their device.
So, what does this all add up to?
Well, let's say the lines are officially back. Across the world in cities like Sydney, Berlin and New York, people have pitched tents, sleeping bags and even paid others handsome fees to wait online so they could get their hands on a new device. And while nobody knows for sure how many will be sold over the weekend, some analysts are predicting sales in "the low teens" (millions that is) - presumably destroying last year's 9 million.
But today isn't just about the lines, and it isn't just about the numbers, either. It's about the craziness that comes with all the lines and all the excitement that comes when one of the world's most popular tech brands launches the latest version of one of the world's most popular products.